Saucy, spicy, and spiked

Hot sauce is, well… hot right now. Adventurous hot sauce consumers are on a constant mission to find the next hottest thing. Cholula’s mission is to bring it to them.

Enter Cholula Reserva. A premium offering from McCormick & Company made with agave tequila and a hint of lime. With its noteworthy ingredients and unique flavor, this SKU is expected to drive trade-up and incremental purchases among existing hot sauce consumers.

Without sacrificing brand recognition, our design is a visual promise of a more memorable, heightened consumer experience. We achieved this by amplifying Cholula’s distinctive brand assets while adding visual embellishments to communicate the unique flavor profile.

Aligning with core SKUs, the logo remains at the top of the varnished label. New, tactile details replicate woven material – common to vintage wine labels. Its color is an unexpected category standout, and its aged appearance implies quality is achieved through time and patience. La Chila, Cholula’s matriarch is depicted in a delicate illustrative style and remains the focal point of the layout, honoring the brand’s history and Mexican roots. The design is further differentiated through several techniques including, metallic inks, serif fonts, and stylized illustrations.

In a class of its own, this award-winning design commands atención.