From resellers, to bots, to paying exorbitant secondary prices for a t-shirt, the world takes ‘hype culture’ way too seriously. Hidden Valley Ranch, on the other hand, is only serious about flavor.

To connect with the next generation of Hidden Valley Ranch consumers, we collaborated with the only other brand in the world as serious about flavor as we are. Us. Together with ourselves, we created the Hidden Valley Ranch Double Ranch with double the herbs, double the spices, and double the flavor. We even doubled the bottles to create an ‘X’, taking aim at hype culture.

As one the primary designers on the project, we created a design system created and a brand world that was inspired by the visuals of hype culture and Hidden Valley Ranch’s current assets.  The HVR X HVR wordmark playing off of the brand platform tagline in a kitschy way, paired with the typeface Cooper Light  perfectly exemplified the tone of the project.

(Rumor has it someone got a tattoo of the Double Ranch bottle... )

We launched our exclusive collab at the mecca of hype culture and brand collaborations, Complexcon. While other brands bought booths for their drops, we used a one-of-a-kind Snap lens to turn every booth into one of ours - subverting drop culture and connecting with a younger audience to prove that nothing out-hypes the serious flavor of Hidden Valley Ranch.

And the said tattoo... can be found in the Case Study above.