Brand Identity, Packaging Design,
P R O B L E M
The restaurant, prior to the packaged sauces, was a place you could always find a fiesta. The goal was to capture that energy on pack.
S O L U T I O N
We did not want to create an expected representation of a Mexican fiesta. We discovered that the Jalisco region of Mexico, where the company has its roots, has a style of celebration masks all their own. We took inspiration from these masks to create our own characters to highlight flavors found within each sauce.
D E S I G N P R I N C I P L E
Subtle irregularities and texture found within each design add a feeling of authenticity and grit often found in Mexico.
R E S U L T
Within the first year on shelf, the sauces went from being sold at 5 grocers to over 60 in both the natural and conventional channels with plans to launch out of state in the near future.