Solution

I chose to lean into Mateo’s Texas roots by introducing a Western woodtype-inspired typeface, influenced by old WANTED posters, to reinforce authenticity, character, and sense of place. This typographic direction was used as both a conceptual and functional solution—strengthening the brand’s connection to its Tex-Mex heritage while also improving readability and shelf recognition. By grounding the type system in historical Western references, the identity feels more distinctive and culturally rooted, helping Mateo’s stand apart in a crowded salsa category and feel more intentional and ownable.

The redesign also focuses on refining the typographic hierarchy to create a clearer and more intuitive reading experience. Key information such as the brand name, flavor, slogans, and product descriptions were reorganized to establish a stronger visual order, allowing consumers to quickly scan and understand each variant at a glance. Alongside this, the color system was restructured to better communicate heat levels, using distinct and purposeful color cues to clearly differentiate mild, medium, and hot varieties. These adjustments improve shelf clarity, enhance usability, and create a more cohesive packaging system that supports faster recognition and better navigation across the full product line.

Lastly, I retained and refined the brand’s jalapeño mascot as a core element of its personality and storytelling. Instead of removing it, I reinterpreted and integrated it more deliberately into the updated system so it aligns with the cleaner, more modern layout. This allows the character to maintain Mateo’s playful, comedic tone while feeling more intentional within the composition, shifting from a simple decorative graphic to a purposeful brand asset. As a result, it continues to add humor and personality while strengthening brand recognition and contributing to a more cohesive and elevated visual identity.