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Yai’s Thai

Yai’s Thai

Never a bland moment.

for Yai's Thai

Yai’s Thai is a fast-growing line of salsas, relishes, and sauces featuring recipes from the co-founder’s fiery Yai (Thai for “grandma”). Their products are made with simple, clean ingredients and fresh Thai flavors combined with a bit of American soul. Vermilion developed the brand positioning, creative platform, and new packaging design that was introduced at Expo West, exemplifying their vision of “Never a Bland Moment” through color and custom illustration.

Yai’s Thai

Veggies On the Go

With a growing tribe of loyal consumers demanding more from Yai’s Thai, the brand created a lineup of Thai Veggie Bowls, plant-based takes on Thai classics featuring the flavorful Yai’s Thai sauces. The bold, new packaging features a more prominent logo, a simplified palette and claims system for stronger brand equity and cohesion across categories. Time to stock up!

Live (and eat) Adventurously

After establishing an updated brand foundation and story, Vermilion brought that positioning to life in the new packaging design. We created custom illustrations and used a bright color palette to give each product a distinct look that highlights the clean ingredients and vibrant flavors of Yai’s Thai. The packaging evolution not only brought the brand’s personality to the forefront but also increased shopability and brand awareness in a seemingly cluttered aisle – helping you find your secret sauce for a more adventurous life! Since rebranding and launching with the new packaging, the brand has seen over and 300% increase in points of distribution, 250% revenue increase and 400% increase in website traffic.

“Our branding has been instrumental to our growth and we’re constantly receiving compliments from consumers and buyers alike. We continue to turn to Vermilion as an invaluable resource for design, knowing they truly understand our brand identity.”

Sarah Hughes, Co-Founder + COO