Yellowbird Hot Dip

Yellowbird Hot Dip

In the summer of 2020, Yellowbird Foods made its dip debut at Whole Foods Market nationwide. Made with 100% organic ingredients, Hot Dip’s visual identity took a lot of cues from the Yellowbird’s Whole30-approved organic sauce line that launched early 2019. With illustrations of fresh garden veggies and vibrant colors that pop right off the shelf, Hot Dip is the perfect addition to the nest.

To learn more about the process of this project, you can access my blog entry here: Branding a Product Line  

My team focused heavily on the journey our condiments take: from the pepper farm, to our kitchen in beautiful San Marcos, straight to your Friday night feast. Hot Dip’s illustrative direction is primarily inspired by floral prints found on oilcloth. We champion anything that encourages us to play with our food — no matter how messy we get.

Our illustrations are brought to life by a key component of our brand identity: color. Much like our other sauces, color acts to differentiate different flavors of dip. Hot Dip utilizes a mostly-monochromatic, surrealist approach to color. The ingredient illustrations harmonize with the background’s overarching color; however, the radiant leaves interrupt the monotonous monochrome with sparks of unexpected contrasting hues inspired by Sandy Skoglund’s A Breeze at Work (1987). This adds a visual interest that would be lacking otherwise.

We complimented our lush illustrations and unexpected color palette typographically with heavier letter forms as a reference to the thick, rich consistency of the dip.

Compositionally, we were driven by the cyclical form of our dip container and used it as a method of story-telling. The lid has a border of fiery ingredients arranged in a circle to reflect on our commitment to holistic and clean nutrition. The Bird peaks out from his garden of fiery produce to challenge our Flock to think beyond the chip. Hot Dip is a journey. Once you buy it, you embark on an experience that’s hotter than a pedicab seat on a summer day. When you open your first tub of Hot Dip, the inside lid surprises you with a literal wave of flavor. It encourages you to dip, dunk, and drench any food to make it infinitely yummier. Make sure to put down an oilcloth — things are going to get messy.

Want to know more about this project?
For additional animations, web content, and more insight detailing my design thinking, visit my blog post, “Branding a Product Line.”

Tactix Tenant Brokers

Tactix Tenant Brokers

Tactix is a real estate brokerage firm that advocates exclusively for the interests of tenants. During my time at Michael Graves Architecture & Design, Tactix approached us to design a chess piece icon, a brochure, and a poster design. We extended the project further to include an animation, as well.

The chess piece icon we designed for Tactix is based on the Knight. This further solidifies the idea that they fight to defend the rights of those in need. The icon’s design was inspired by the rigid structures found in Cubism and was further transformed into a clean vector graphic with an accompanying tagline.

We were so fortunate to work with Tactix because they encouraged creative solutions. It was liberating to have the freedom to try new production methods. 

When we approached the visuals for the poster and brochure, we felt it was best to proceed with a modern and masculine aesthetic. We used illustrated vector graphics because they have a crisp, clean appearance. To avoid looking sterile, we also included a light screen-printed texture that adds a humanistic feeling to the designs. Tactix Tenant Brokers help families in the tri-state area, so it’s important that we illustrate their sense of justice in delivering fair housing for all.