How Steerz Made Flying Goose Hot Sauce Stand Out Online:
A Visual Rebrand for the Digital Shelf
Flying Goose is a globally loved Thai Sriracha brand, renowned for its authentic flavor and wide range of spice levels.
But when its UAE distributor began selling online, the brand’s global packaging failed to stand out in a crowded digital marketplace. Without control over label design or localized visuals, Flying Goose’s authenticity and flavor variety weren’t translating to e-commerce audiences, making it hard to capture attention or communicate its story.
Increase in Conversion Rate
75%
After A+ content
Growth in Page Engagement
+120%
Higher click-through to variations
Average Customer Rating
4.8
Through verified reviews
Appear in Search Ranking
Top 5
For product keywords
The Challenges:
When Flying Goose entered the UAE’s e-commerce market, it faced a visibility problem that many imported brands encounter. The distributor had no control over packaging or labeling, which were standardized globally and not optimized for local audiences. The design lacked visual impact and didn’t communicate key purchase drivers such as spice level, flavor variety, or usage ideas.
As a result, the products appeared generic on digital shelves and struggled to compete with local and private-label brands. The absence of strong visuals or storytelling meant that online shoppers couldn’t fully grasp what made Flying Goose special, causing missed opportunities in engagement and conversion.
The Solutions:
Steerz reimagined Flying Goose’s online presentation through powerful storytelling, content design, and high-quality visuals, bringing the brand’s flavor and personality to life without altering the packaging.
We created A+ content and enhanced brand pages that showcased the entire range, explained flavor profiles and spice levels, and highlighted unique selling points such as authentic Thai origin, vegan-friendly ingredients, and versatility across cuisines.
To complement this, our team produced studio-quality lifestyle visuals and short videos that demonstrated real food pairings, from beef steak to chicken strips, while emphasizing texture, color, and the sensory appeal of the sauces. These visuals added context, appetite appeal, and emotional connection, transforming the brand from a generic imported product into a distinctive, desirable digital experience.