case studies
Thousand Apologies x tendlyn
Among the numerous culinary wonders of the world, hot sauce is one of the most versatile pantry staples—it adds personality to any dish and brings out an exceptional sensation in every bite that, for many spicy food enthusiasts, is pretty much irresistible. Among the countless options available in today’s market, here’s one that will take your taste buds to the next level.
Rita Kanji, the founder of Thousand Apologies
Their brand identity is not only a show of commitment to reaching new heights in flavor and spice but also a manifesto to their commitment to sustainability. From using compostable packaging to implementing a circular after-use process—recyclable glass bottles and discounts for returning used bottles, winning them a Sustainability Awardfor 2024—Thousand Apologies makes for a great brand to add to your sustainable pantry. Learn more below!
Tell us a bit about your brand!
Debuting with three distinct flavors, Thousand Apologies’ first mission was to make a super nice sauce for thecapsaicinophilesout there and to distract ourselves from the Melbourne winters. We then took it to the next level by seeing if we could challenge them a little with an almost unconsumable hot sauce.
We soon realized there were a lot of really messed up people out there willing to suffer or see someone suffer. Our secondary mission was to create exciting and interesting hot sauces with big flavors and sustainable packaging that didn’t reference a devil with flames or names with the word “death.”
Tell us about the design for your packaging and how you’re using them?
Our packaging isn’t just about holding sauce; it’s a statement. The hip flask-shaped bottles are not only pocket-friendly but also play on the idea that a true hot sauce lover never leaves home without it. Think of it like a remote gate switch for your taste buds—always ready to open up new flavor pathways. The same precision that goes into a dc 48v relay switch or a wireless relay kit is what we aim for in our sauce delivery: consistent, reliable, and punchy.
tendlynCustom Die Cut Sticker Roll, designed by@thsnd.apologies
We’ve also made it easy to know what you’re in for: the wilder the pattern, the hotter the sauce, evoking the potential chili high in every bottle. Our brand? It’s a blend of fancy and fun, but we steer clear of the usual hot sauce tropes. No devils, bums, or flames here—just sauces that stand out.
What made tendlyn a good fit for your packaging?
tendlynCustom Mailer Boxes, designed by@thsnd.apologies
Our packaging had to be fully sustainable; We love that the labelsare printed with compostable inks and use a no-nonsense, non-toxic adhesive. We’re about to release two new flavors so looking forward to extending the family as well as some fun brand activations to come.
Thousand Apologies’ featured products:
