Heat. Flavour. Character.
Brand identity and packaging for a hot sauce brand inspired by Latin American food culture.
Client
Brasa
Role
Brand & art direction
Timeline
4 weeks
Outcome
Full identity + packaging
Overview
BRASA brings heat, flavour and character into one bold identity. Inspired by Latin American food culture, the brand celebrates the pleasure of adding a little fire to everyday meals, with an attitude that feels energetic, contemporary and unapologetic.
The identity combines expressive typography, vibrant colour and playful organic forms to give each flavour its own personality while keeping the range unmistakably BRASA. From the first impression on the shelf to packaging, campaigns and digital touchpoints, the system is designed to feel cohesive without losing its spontaneity.
Concept & naming
BRASA takes its name from the ember: a simple image that connects heat, cooking and the anticipation of flavour. It becomes the starting point for a brand that expresses its character directly, through both its name and its visual presence.
That idea extends into a playful identity with expressive typography, vivid colour and organic shapes. Together, these elements give the brand a sense of movement and intensity, leaving room for humour and experimentation across the different flavours and applications.
Visual system
Expressive typography gives BRASA a confident voice, while vibrant colour makes the range immediately visible. Playful organic forms add movement and texture, creating compositions that feel lively without depending on complex layouts.
Clásica, Macha, Verde and Ahumada each have space to express a distinct personality within the same system. The shared visual language holds the range together, allowing the identity to move between packaging, campaign graphics and larger formats while remaining recognisable across every scale.
Four flavours of the same bold character, each bringing a different kind of heat to the table.
Four flavours. One fiery personality.