work
salsa rana

food industry branding

Salsa Rana is a traditional Mexican salsa brand operating out of the United States, built on recipes passed down from the client’s grandmother. My task was to create a complete brand identity that honored this heritage while appealing to a modern audience.


The design process began with the heart of the brand — the recipes. To capture their authenticity, I scanned and replicated the grandmother’s original handwriting and integrated it into the logo. 
The brand’s color palette draws inspiration from the Mexican flag, symbolizing tradition and diversity, while the logo itself incorporates design motifs from ancient Mexico and Aztec culture. This combination communicates reliability, authenticity, and a strong cultural connection.


Original recipes of Salsa Rana


Packaging design played a key role in bringing the brand to life. The salsas are housed in recycled glass jars with recycled paper covers, underscoring a commitment to sustainability. 

Each paper cover is stamped on the inside with the logo, and hidden within are playful Mexican dichos (sayings) to surprise and delight customers. This small detail reinforces the brand’s personality and sets it apart in a competitive market.



In addition to the visual identity, I developed the brand’s tagline and product variation names, ensuring consistency across all touchpoints — from packaging to social media. The final result is a brand that celebrates its roots, stands out on shelves, and connects with customers through both tradition and playfulness.