Tradición Tapas Collection

Spicin Foods asked Willoughby to create a new brand and packaging system for their private label collection of sauces that, while very popular with salsa lovers who knew them, featured a tired brand that was not attracting new audiences.

These small-batch, all-natural sauces are made for sharing. The flavors are inspired by the celebratory hospitality of the Spanish culture. Our client was intrigued by the tradition of flamenco dancers, so we began by exploring this amazing art form that dates back to the 9th and 14th centuries.

We took the provided, “Tradición” name and added the descriptor, “Tapas Collection,” to begin positioning this line of salsas, dips and sauces for entertaining. We explored classic and modern type, foundation colors, bottle types and label shapes that stand out on shelf and entice a food lover’s sense of adventure.