Brand & identity
Jalapa Jar
Working draft · For review
Summary
Giving a fresh salsa brand a name, identity, packaging, and an ecommerce presence.
Story
The context
The founders wanted a fresh identity connecting Austin and Brooklyn and reflecting the character of their salsa.
My role
I named the brand, designed its logo, defined brand guidelines, designed an ecommerce site, and created the first product labels.
The approach
Research into salsa, peppers, place, and culture came together through direct conversations with the founders. The identity extended into labels for Brooklyn and Austin blends.
The outcome
The identity and packaging reached the market. I later saw Jalapa Jar on a Whole Foods shelf; the founders’ business success belongs to them and is not attributed solely to my design.
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