This assignment called for me to create a logo and brand identity for Salsa del Infierno, a jarred salsa, that would appeal to the specified target audience in California with a mid-level price point.
I created the above mood board for inspiration. It features Mayan and Aztec art, tarot cards, and package designs for other salsa, tequila, and hot sauce companies.
Thumbnail Sketches
This led me to create thumbnails and rough sketches inspired by Aztec figures and day of the dead skulls. I had to find a balance between making the design visually appealing but not too busy. In the final design, the fourth rough sketch above is adapted in a simpler version.
The final labels are seen above, and were executed in a colorful and graphic style, to appeal to customers and stand out on the shelf. The logo features a hidden “I” disguised as a flame bearing chalice held by the character, as a reference to “Infierno”. A back label with nutritional info, ingredients, and a barcode was also created.
The next challenge in this project was to adapt the logo into a package design. The “Salsa Del Infierno” title text was outlined and edited to create a unique and stylized appearance, and is emphasized through it’s placement on the side of the jar. The logo is reused in each flavor, and the label’s color becomes warmer as the flavor increases in spice level. The logo’s flame size also increases by flavor, to indicate spice level.
