Challenge: bring some heat to a niche salsa brand that’s the hottest around. Damas Salsas is the wicked creation of salsa mastermind, Corey Damas, and when he describes his salsas as hot, he REALLY means it. You see, Corey uses the world’s spiciest pepper in his mix: The Carolina Reaper. This fiery vegetable hits 1,400,000 – 2,200,000 units on the Scoville Scale (didn’t know there was a spicy scale? Didn’t know it was measured in millions of units? Me neither).
Logo & Brand Design | Packaging Design
San Antonio, Texas
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”.
Impact: with jar in hand, it’s time for Corey to fire up his lab and start exporting that heat. We’ll continue to refine his labels as he pushes his salsa into the hands of spice connoisseurs everywhere. You can be sure of one thing, the salsa will be hot, really hot.