The Detroit Salsa Company, founded by a Michigan State student, was getting ready to expand their business. With over 30 stores in the Lansing-area Meijer network ready to stock their shelves, the brand needed a stronger identity to match their growing presence.
Detroit Salsa wasn't just about the salsa itself, it was about creating an entire experience. I wanted the brand to exude friendliness and warmth, just like the salsa's bold and hearty flavors. But it also needed a modern edge to resonate with our target audience - college students and young adults. So, the packaging became a reflection of the good times and bold flavors, all inspired by the vibrant character of Detroit itself. This approach infused the entire design process, ensuring the brand communicated the city's energy and spirit.
Date: October 2023
Role: Brand Design at Burgess Institute
