Sazon is an emerging brand in the market, born in the United States but deeply connected to Chinese heritage through its founder. The brand prides itself on crafting its products using traditional and manual techniques, giving each sauce an unmistakable gourmet and handmade essence.

Our task was to develop the entire range of sauces for Sazon—a collection of five distinct products. The challenge was to create a label that would immediately transport consumers to China, immersing them in its rich culture and traditions.

For inspiration, we turned to iconic animals embedded in Chinese culture. The dragon, symbolizing power and wisdom; the snake, representing transformation; and the monkey, embodying intelligence and curiosity. To these, we added the horse for its strength and perseverance, and the goat for its balance and tranquility. These elements form the foundation of our design, bringing the essence of China to life in every detail.

The visual identity is anchored in dark backgrounds, accentuating traditional Chinese typography and intricate gold details. This combination exudes mystery, luxury, and a deep connection to China’s cultural richness. The predominant black hue adds an element of intensity and depth, mirroring the bold character of the locally sourced chili peppers used in the sauces.

Every aspect of this design was carefully crafted to encapsulate spice, tradition, and authenticity. The result is a visually compelling label that not only represents the heat and complexity of the sauces but also tells a story of heritage, craftsmanship, and cultural pride.