David Tran built the Huy Fong brand after arriving in the U.S. as a refugee from Communist Vietnam in 1979. The company’s name comes from the freighter, Huey Fong, that carried him and 3,317 others to the U.S., and the rooster symbol represents Tran’s birth year in the Vietnamese zodiac. Huy Fong Foods (HFF) quickly grew, moving to a 68,000 sq ft warehouse within 7 years and then to a 600,000 sq ft facility in 2010.

The iconic green cap and bright red bottle set the product apart, resembling a chili stem—making the bottle look like a giant chili. In my refresh, the red is brighter, the green is more vibrant, and the rooster is full of energy. The new logo features a bold monogram with DDC and Gatwick font pairings for a loud, clean look. The marketing now revolves around the famous green cap, the crown of this sauce royalty.