Joaquin’s
Brand Identity, Packaging DesignThe Challenge
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 Solution
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.
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About Prescott
Photo by Jerome Charles
Prescott Perez-Fox is a brand developer, art director, consultant, podcaster, writer, teacher, and speaker based in Phoenix. His design experience spans more than eighteen years, and focuses on identity, packaging & communication design.
About Prescott
Prescott Perez-Fox is a brand developer, art director, consultant, podcaster, writer, teacher, and speaker based in Phoenix. His design experience spans more than eighteen years, and focuses on identity, packaging & communication design.