Calle Fuego

The client, a family owned an operated Mexican salsa company, was looking for a rebrand to begin launching their product.

I was approached with the product history and company values, which allowed me to propose multiple visual directions in which to take the brand identity. The product consists of 5 different salsa flavors varying in spice levels.

Focusing on heritage, cultural values and familiar ties I decided to focus on the 5 different identities that each salsa flavor provides.

The playful Icons on each flavor grew from hand drawings and doodles inspired by Tex-Mex culture, being true to the Clients’ background.

My process starts with an open communication and ideation process, staying in line to the clients needs and desires for their product while still providing a grounded approach based on visual intent, product performance and field investigation.

After months of iterations and feedback the client was happy and satisfied with their final results and are seeking to launch the product in 2025.