Chile Billy is a local food cart restauranteur in Denver, CO who’s had great success with his Southwest/Mexican-inspired cuisine featuring primarily tacos and his delicious, home-made sauces and sriracha. He wanted to launch his line of sauces to be sold in retail stores and farmer’s markets so his customers could enjoy the taste at home. A fun, unique package design was created in the spirit of his already existing logo (an illustrated road-runner). The die cut, rustic background represents the sauce’s authenticity and Southwest culture. The road runner’s head literally pops out of the bottle as if he’s come right from the chile farm.