Yellowbelly is a small-batch Hudson Valley maple syrup inspired by woodland craft, traditional sugaring methods, and woodcut illustration. The packaging draws from the surrounding landscape, translating seasonal ritual and local process into a bold, story-led identity.
Background
Yellowbelly began as a seasonal maple sugaring practice in the Hudson Valley, where an abundance of sugar maple trees sparked curiosity about producing syrup. Over time, collecting sap and boiling it down over harvested maple wood became a winter ritual closely tied to the surrounding woodland.
The project evolved into a design exercise: translating a hands-on craft process into a distinctive brand and packaging identity.
Execution
The name Yellowbelly references the Yellow-bellied Sapsucker woodpeckers that tap maple trees across the woodland.
The visual identity draws inspiration from traditional woodcut illustration and the hand-carved trailhead signage found throughout the Hudson Valley. These influences informed both the bold graphic framing and the illustrative language of the label.
The syrup itself is cooked over maple wood using windfall and coppiced timber gathered from the surrounding woodland.
Results
Produced in limited seasonal batches, Batch 1 was released February 17, 2026.
A second batch now in production and broader distribution planned through independent Hudson Valley retailers, cafés, and farm shops beginning Spring 2026.
Credits
Creative Direction Christian Bird, Bird&Co
Illustrator Ian McDermott.
