Erin Link





  • 01 Yellowbird® Refresh

Led by myself and Gander.




After a decade running Yellowbird (our homegrown business) with my partner George Milton, we had mounting customer feedback, data, and insights (both from our retailers and individual Yellowbird lovers) that signaled it was time for a revision to the Yellowbird Distinctive Brand Assets. 

Components including the logo, mascot, colors, packaging, website, etc. were in need of more iconic distinctiveness within the whole category. On top of this, we had a time-sensitive requirement to revise all packaging for a single retailer-required certifiation. That alone comes with a high cost. I decided to roll multiple distictive brand assets and packaging revisions together in one, with the goal of distinctiveness across the condiment category. 

Yellowbird was always a labor of love, with myself and George pouring every ounce of our being into the amazing power of giving people more than they expect. At this point I knew that only the talented and equally as passionate team at Gander could take on this project with us.  

Katie and Mike with Gander brought the level of design leadership Yellowbird needed, while myself and my partner, George Milton, brought a decade worth of customer feedback and insights to make this refresh a major success.  

Since launching the refresh in January of 2023, the Yellowbird brand has become more iconic, and gained more fame and overall love in the market with our whole community and beyond, including those who are not hot sauce shoppers. The mental availability for Yellowbird has become stronger.

If you’ve never been through a brand refresh, this should not be taken lightly. It’s a massive decision that affects the entire business. During the launch of this refresh, it was critical we paid close attention to our customer reactions and sentiment across all channels. I’m thrilled to say the overwhelmingly positive community feedback, and love for this funky new look and lively mascot was well worth the enormous effort and talent that went into it.

I cannot thank Katie and Mike enough for their level of design talent and attention to detail during this process. They truly went above and beyond. ♥

  • 01a Yellowbird® Classic Hot Sauce




Yellowbird Classic Hot Sauce line features clean ingredients sprinkled with bright, poppy colors encased in sunny yellow hero color, with black and white to add just enough utility and sophistication to the brand. To see more assets for the Yellowbird Classic Line, please reach out directly.



  • 01b Yellowbird® Organic Hot Sauce





    Yellowbird Organic Hot Sauce line features CCOF Certified Organic label of clean ingredients, with zero added sugar and sublty sweetened with dates. It’s the cleanest condiment on the market and my personal favorite for every day flavor. This line utilizes warmer, natural, less saturated colors to accentuate the natural ingredients, encased in sunny yellow hero color, with black and white to maintain consistency and cohesion across the Yellowbird umbrella of products. To see more assets for the Yellowbird Organic Line, please reach out directly. 

    • 01c Yellowbird® Small Batch Hot Sauce





    Yellowbird Small Batch Hot Sauce line features unique, cross-cultural ingredient pairings and farm-fresh, clean ingredients. This line utilizes natural, less saturated pastel colors to accentuate the uniqueness of the ingredients, consistently encased in our sunny yellow hero color, with black and white to maintain consistency and cohesion across the Yellowbird umbrella of products. To see more assets for the Yellowbird Small Batch Line, please reach out directly.




    Thank You








    ©2026 Erin Link