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Joaquin's logo

Joaquin’s

Brand Identity, Packaging Design

The 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.

Joaquin's packaging

Bottles with label designs

Joaquin's packaging development sketches

Sketches followed ideas from architecture and decor in the American south. Original, hand-drawn design served as a starting point.

ɊFUTURO visual research

Concept designs using 3D renders tested several backgrounds and material combinations.

skull divider

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About Prescott

Prescott Perez-Fox headshot 1Photo 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.

Résumé | Download Samples | Contact

Connect Online

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About Prescott

Prescott Perez-Fox headshot 1

Prescott Perez-Fox is a brand developer, art director, consultant, podcaster, writer, teacher, and speaker based in Phoenix. His design experience spans more than twenty years, and focuses on identity, packaging & communication design.

Résumé | Download Samples | Contact

Connect Online

  • Twitter
  • LinkedIn
  • Pinterest
  • Medium
  • Behance
  • Dribbble
  • Facebook
  • Instagram

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