We developed the name Guju from Gujarat, India, where the founder started her journey. The key messaging is playful and encourages creativity and cooking, aiming to bring people together through food. It quickly invites consumers to grab a sauce and imagine the possibilities as they are shopping.

Guju's brand identity is colorful and bold allowing the versatility and vibrancy of each sauce inside of a clear jar to shine. The modern aesthetic of the packaging design is rich, vibrant, and saucy. The hand drawn logo and lettering is equal parts sassy and elegant. The bright minimalistic label design delivers a strong shelf blocking impact on any retail shelf.