Culley’s Hot Sauce


Culley’s started off selling home-grown, home-made sauces in farmer’s markets back in 2010, and has since then achieved phenomenal success with a range of products in supermarkets, restaurants and specialty food stores throughout New Zealand and overseas. While the growth was great for the business, it meant that there wasn’t time to take stock, and develop a strategic vision and brand strategy for the company and product range.

We developed a brand essence for their core chilli sauce range around ‘flavour, fire, flair’. Their maverick and bold approach to making sauces was brought to life on pack through bespoke illustrations for each of the products, giving the range exceptional shelf standout, and a bottle any chilli head would be proud to put on their table.


Strategy, brand identity, packaging.