Calentón
Brand Identity, Packaging Design, Out of Home Advertising
A weekly design brief from @designerbriefs on Instagram.
The Brief
“Calentón is a Mexican hot sauce brand that turns up the heat with an intense, bold twist. Named after a slang term for intense heat and excitement, Calentón is made for those looking to add a fiery kick to everyday dishes.”
Deliverables
Brand Identity, Packaging Design
Strategy
The branding strategy for Calentón focuses on capturing the bold, energetic, and authentic essence of Mexican culture while steering clear of common tropes like flames, peppers, or skulls. Instead, the design draws inspiration from vibrant lotería card imagery, with each flavor—El Diablito, El Gallo, and La Sirena—embodying a unique personality through bold colors and dynamic illustrations. This approach creates a sense of excitement and cultural depth, aligning with the brand’s name, which evokes heat and intensity. The goal is to establish a distinct, memorable identity that feels authentically Mexican and connects with consumers on both an emotional and visual level.
Packaging Design
advertising campaign
"Sabor en Juego" (Flavor in Play)
This campaign ties together the cultural significance of Mexican lotería with the bold flavors of Calentón Hot Sauce, using striking imagery to merge the brand's identity with the traditional aesthetics of lotería cards. Each flavor—El Diablito, El Gallo, and La Sirena—features custom illustrations inspired by lotería art, incorporating vibrant colors, playful symbolism, and cultural authenticity. Spanish and English are used throughout the campaign to reflect the brand’s bicultural identity and ensure accessibility to a diverse audience.
As the first campaign for this new brand, it serves as an introduction to the world, rooting Calentón in tradition while celebrating its adventurous spirit. By centering the campaign around lotería—an integral element of the brand’s identity—it evokes nostalgia and cultural pride, while captivating a broader audience intrigued by its vibrant storytelling. With a tongue-in-cheek approach, it playfully invites consumers to “dare to play with fire,” bringing Calentón to life as a flavorful, adventurous, and culturally rich experience.