If you are feeling nostalgic for old-school technology, just Google QR codes, and take a quick rewind to 2013 when brands like Taco Bell and ESPN made them a central element of their marketing campaigns.

A new gimmick arose, and designers everywhere recoiled (myself included). But when recently catching up on episodes of David Chang’s podcast on The Ringer, I completely reversed my mindset. Dave Chang’s guest was fellow chef, entrepreneur, and Fresh Off the Boat creator Eddie Huang and the topic was Momofuku’s launch of a Chili Crunch sauce.

So how could a condiment create a riveting discussion that leads to QR code technology? Huang challenged Momofuku’s product launch as a riff on the iconic brand Lao Gan Ma but adapted for a broader audience. Lao Gan Ma’s packaging has a more traditional aesthetic featuring the beloved image of Mrs. Huabi Tao, its creator. By contrast, Momofuku’s design is starkly minimal and Instagram-ready. Huang advocated for context around the origins of chili crunch and the foundation laid by the iconic brand, also known as “Grandma Sauce” or “Old Godmother.”