Dragonline is a family-made hot sauce brand with roots in tradition—and a name inspired by a child’s love for dragons and fire. Started in 2007, the recipe has always been the heart of the brand, passed down and perfected through generations. But while the flavor stood out, the packaging didn’t.

This project was a packaging redesign focused on breaking away from the typical “heritage” look most family brands lean into. Instead, we leaned into what made the brand special from the start: boldness, playfulness, and a name that begs for personality. The new design features a custom illustration style and vibrant colors that reflect the heat and heart behind the sauce—making Dragoline impossible to miss on a shelf full of sameness.

As an artist long before I was a graphic designer, drawing little characters and cute bold styles like this has already been something I absolutely love so this project has a special place in my heart. We wanted to back to the roots of the name, decided by a kid with imagination, the style is playful and bright like a child’s art but professional and graphical to ensure, while still being playful, needed to still be informative to clearly explain the product.