Pickles for the Brave at Heart — Vi’s Pickle Co. isn’t just a snack. It’s a full-on flavor experience born in Southern California and rooted in Vietnamese heritage. Founded by Vi Doan, the son of proud Vietnamese immigrants, this bold little pickle company is a love letter to fearless flavor, cultural pride, and the kind of heat that makes your taste buds sit up and pay attention. What started as a homegrown passion project in Vi’s kitchen quickly became something much bigger: a crunchy, spicy tribute to the flavors he grew up with and the community that raised him.

Every jar is packed with serious crunch, real heat, and no compromises. No preservatives. No filler. Just honest, handcrafted pickles that hit hard and leave a lasting impression. After years of testing and tweaking, Vi perfected a brine that captures bold, fresh flavor without losing the crisp texture or turning down the spice. This is not your average pickle—it’s a pickle for people who chase flavor like it’s a sport.

When it came time to rebrand Vi’s Pickle Co., the mission was clear: break free from the typical “country kitchen” clichés of the pickle aisle. Forget vintage labels and quirky cartoons. This brand needed to reflect its attitude—unapologetically spicy, proudly premium, and confident in every bite. Humanda has created a freshly new identity and packaging system that lean into modernity while staying rooted in cultural authenticity.

Inspired by the vibrant energy of Asian-American culture, the rebrand brings boldness to the forefront, both visually and emotionally. Clean layouts meet daring typography, while intense, high-contrast color palettes signal the heat inside. Every design element—from packaging to language—was crafted to tell a story of flavor, fire, and fearlessness.

This isn’t just about pickles. It’s about identity, edge, and empowerment. Vi’s Pickle Co. invites you to take the dare, embrace the spice, and join a community of brave taste-chasers. It’s a fearless flavor journey—and it starts with one bold, crunchy bite.