Feliz sauce

The Feliz is an authentic Mexican salsa, and dipping sauce manufactory run by Rojas brothers with deep Mexican roots in Berlin.

In addition to selling 100% natural ingredients, preservative-free and fermented products, the brothers invite their customers to various workshops and happenings through their gastronomic experience. Feliz is not just a product, but a way of life based on the love of special food and community.

As a traditional brand, it was a no-brainer for me to incorporate the Mexican culture into the packaging design. I was inspired by the world of South American, western traits, photos, traditional lettering and fonts. Although it is not closely related to the product, I drew a lot of inspiration from the Mezcal drinks’ images. And the minimalist, modern packaging of international competitors helped me to reduce unnecessary “too Mexican” attributes. I think the end result is a brand that is true to tradition and in line with modern market expectations.