Approach:  the traditional Mexican salsa look wasn’t going to cut it. We needed a brand with fire, a logo worthy of the sinister Carolina Reaper pepper, and a jar that would jump off the shelf. The solution was bold typography and dark colors. Staggered letter heights in our wordmark play on the symmetry within the name “Damas”. An arc to the typography is a nod to the classic Spanish mission shape. For the salsa flavors, we conceived a killer design with letters that bite, but are interchangeable for future flavor names. Finally, we surrounded the brand with patterns and graphics that always hint to “Warning”.