Calentón - Brand Identity + Packaging

Calentón is a Mexican hot sauce brand that’s all about turning up the heat with bold flavors and authentic roots. Their mission is to ignite taste buds and celebrate the vibrant, fiery spirit of Mexican cuisine through every bottle.

The goal for Calentón was to create a brand identity that captured the intensity and passion of Mexican flavors while maintaining a refined and modern appeal. The challenge was to:

Build a visually striking identity that balances traditional Mexican energy with contemporary design.

Reflect the brand’s unapologetically bold personality without losing authenticity.

Develop a versatile system that could extend across packaging, merchandise, and digital touchpoints while remaining cohesive.

The brand identity for Calentón was crafted to capture its fiery personality and authentic Mexican roots with a modern, confident edge. The logo takes inspiration from traditional Mexican motifs, while the color palette uses deeper, more saturated shades rather than overly bright tones, reflecting the rich, intense flavors of the sauces.

The packaging design for Calentón captures the brand’s bold, fiery spirit through vibrant colors, strong typography, and a distinctive mascot inspired by Mexican culture. Each flavor features its own striking palette, making the range instantly recognizable. The design blends traditional influence with modern edge, creating packaging that feels authentic, energetic, and impossible to miss.

This brand identity doesn’t just sell hot sauce - it tells a story of heat, flavor, and culture, all bottled up. Would I do anything differently? Maybe find a way to ship samples to myself while designing!

If you want to create a brand identity that’s as unique and intentional as your business, reach out to me below! 👇