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Design: Hurtikonn
Location: France
Project Type: Student Project
Packaging Contents: Mexican spicy sauce
Packaging Substrate / Materials: Wood and Sandstone
Printing Process: Screen printing

I created El Poco, a new brand of hot sauce with Mexican origins. I was inspired by the Mayan civilization to create its visual identity. The logotype is a wordmark made of letters organized in the way of Mayan representations and with bright color codes evoking Mexico. A “worn” effect, inspired by Mayan engravings, was applied to the logotype giving an authentic look.

Inspired by a maracas, El Poco’s packaging is shaped like the famous Mexican instrument. To fully enjoy the taste of the sauce, you have to shake the bottle to mix the ingredients, which echoes the maracas. Latin American-inspired motifs adorn the handle of the bottle and Mayan mask-like caps enhance the whole. These masks bring a mystique and intensity to the product. The spiciness of the El Poco sauce is only accessible to hotheads…

The El Poco advertisement is a product-only image that sets the product in a mysterious atmosphere reminiscent of a Mayan environment and coloured according to the degree of intensity of the chilli. The typography used for the slogan takes up the “worn” characteristic of the logotype as well as the organisation of the letters. I chose to display the product on a vehicle for urban marketing by creating an original construction on an original vehicle such as the Volkswagen Combi in order to get noticed.

What’s Unique?
El Poco is unique for its Mayan-inspired world. The cap with the Mayan masks makes the whole packaging stand out. The shape of the maracas is also quite new and innovative when you know that you have to shake the sauce before appreciating all its flavours.