Concept
+I chose to re-label a brand of salsa called Frontera. In particular, I chose the Mango Habanero flavor because I could already envision the label with lots of tropical colors. I researched the name + company and I discovered that the word Frontera actually directly translates from Spanish to English as the word “border” which immediately made me think of the Mexican- American border. Driving through El Paso as a child on my way to my grandparent’s house, I vividly remember all of the colorful houses that sprinkled themselves among the mountains on the other side. I knew I had to include the almost iconic image in my label because it directly reflects the company name + embodies the spirit of this Mexican salsa.I removed the previous logo for the company and instead built my own logotype that captures the southwestern + tropical nature of the salsa.