Pasumecha is a salsa macha brand that celebrates the cultural fusion of its co-founders’ roots in Veracruz, Mexico, and Quebec, Canada, where the product is made. The brand identity was designed to capture this cross-cultural story through a rich blend of texture, rhythm, and handcrafted detail, creating a packaging experience that feels both vibrant and refined.
Each label tells its own story through custom illustrations inspired by folkloric dance, traditional attire, and iconic Mexican motifs. The scenes are framed by a textured tile backdrop reminiscent of handcrafted ceramics, grounding the design in artisanal authenticity. Metallic finishes, gold accents, and raised spot gloss bring depth and tactility, creating moments of light and shadow that encourage closer inspection and enhance the sensory quality of the product.
The design concept is rooted in musicality, a celebration of movement and flow. The logo takes inspiration from sheet music, with letterforms that stretch and dance beyond the label’s edge. Within the illustrated scenes, musical instruments, notes, and a songbird further echo this sense of rhythm, reinforcing the harmony between culture, flavour, and design.
From strategy and logo development to illustration and print production, every aspect of Pasumecha’s visual identity was crafted to express warmth, craftsmanship, and cultural connection, resulting in a bold shelf presence that honours its origins while resonating with a modern audience.
CREDIT
- Agency/Creative: Studio Pulp & Pixel
- Article Title: Studio Pulp & Pixel Captures the Spirit of Veracruz in Pasumecha’s Modern Salsa Macha Packaging
- Organisation/Entity: In-House
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Canada
- Agency/Creative City: Montréal
- Market Region: North America
- Project Deliverables: Art Direction, Packaging Design
- Format: Jar
- Industry: Food/Beverage
- Keywords: Salsa Macha, Food Packaging, Mexican Design, Folkloric Illustration, Handcrafted, Brand Identity, Label Design, Texture, Gold Foil, Spot Gloss, Ceramic Inspiration, Music-Inspired Design, Veracruz, Montreal, Artisanal Packaging
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Credits:
Visual Identity & Packaging Design:: Jonathan Lefrançois
Illustration: Hicham Illoussamen
Photography & Photo Art Direction:: Jany Tremblay
Prop & Recipe Styling:: Émilie Gaillet
3D: Alex Holroyd
