CLIENT: Abuelito’s Sauce Company
PROJECT DETAILS: Branding (Name, Logo, Typography), Visual Design, Website Design, Product Naming, Product Label Design, & Product Design.
A brand made with heart and built to feel like home.
Abuelitos was more than a product line, it was a legacy waiting for its voice. The founder came to me with a vision: bring to life a brand inspired by family, food, and cultural heritage. I created everything from the ground up, naming, strategy, identity, packaging, and digital to transform that vision into a brand that feels warm, real, and rooted.
I designed a silhouette logo that evokes the spirit of a grandfather, paired with a modern-yet-friendly type system and earthy fall-toned palette. Every element from the label system to the custom icons that guide usage was built to reflect both function and feeling. Abuelitos now lives on shelves and in kitchens as a brand that balances nostalgia with clarity, storytelling with simplicity, and culture with craft.
