About the project: As soon as we received the brief, it was clear to us that a product as unique as this needed a powerful brand that changed the way we understand spicy food and that would bring La Chipotlera to the tables of every home.

In order to achieve this, we refocused the brand both strategically and visually around the creative concept ‘The detonator of a revolution’. We developed a positioning that revives the rituals and experiences that take place around spicy food, unleashing a badass, radical brand that permeates the final product through illustration, typography, packaging and the product photography itself.

As a revolutionary brand, La Chipotlera needed its own ‘Guerrilla del picante’. For this challenge, we collaborated with artist Sergio Mora, who created an illustrated universe of characters that helped us giving form and structure to the whole product family. Each sauce is embodied in a different character with its own appearance, name and personality, as well as its individual story conveying each of the sauces’ value and organoleptic qualities. This was a bold and ambitious creative process that retains the underground essence of the brand while bringing a fresh and fun group of characters to life.

We also developed a solid visual system to complement this family. A geometric look and feel that provides structure and strength, but with the flexibility that revolutions need; a multicoloured logo that acts as a flag; and an open and vibrant colour palette that complements a cheerful and cheeky attitude.

The result is an identity full of personality and colour, and a narrative that manages to transmit with each product the good mood and positive energy that erupts around La Chipotlera. A unique brand that challenges stereotypes and democratises spicy food, bringing it closer to traditional dishes.

About the illustrator: Sergio Mora is the artist who has illustrated the universe of characters of La Chipotlera. He is an illustrator who, as well as being a perfect fit for the project, has a great track record. Some of his most recognised works are the cover of the album “El poeta Halley” by Spanish band Love of Lesbian (for which he won a Grammy Award), one of the last covers of Forbes magazine, several collaborations with musical groups such as Fangoria and Kiko Veneno, or the illustrated murals for chef José Andrés’ restaurants in Miami and New York.