Joaquin’sBrand Identity, Packaging Design
Boutique hot sauce brand Joaquin’s needed an identity and packaging to highlight their traditional-yet-modern duality. The new brand should incorporate elements of history and culture, but also feel approachable and clean.
The typography and packaging reference the Spanish and French colonial traditions in Southern cuisine. Since Joaquin’s uses ingredients and recipes from the American South and West, we sought to make subtle affiliations with those regions, and break the trends of flamboyant and puerile design in hot sauce.
Bottles with label designs
Sketches followed ideas from architecture and decor in the American south. Original, hand-drawn design served as a starting point.
Concept designs using 3D renders tested several backgrounds and material combinations.