Joaquin's - Brand Identity, Packaging

  • Joaquin's main logo
  • Boutique hot sauce brand Joaquin’s needed an identity and packaging to highlight their traditional-yet-modern duality. The typography and packaging reference the Spanish and French colonial traditions in Southern cuisine. Since Joaquin’s uses ingredients and recipes from the American South and West, I sought to make subtle affiliations with those regions, and break the trends of flamboyant and puerile design in hot sauce.
  • packaging design