Concept project · CPG / Salsa
A salsa that sold on word of mouth, now sells on sight
This is an unsolicited concept redesign — a demonstration of how the Sofrito identity and packaging direction could lift an anonymous jar brand to retail-ready presence. No client permission needed; this is a portfolio proof-of-craft.
The problem
A farmers-market salsa with a handwritten label and zero shelf presence. On a grocery shelf next to national brands, it disappears. The flavor is excellent — the brand doesn't tell anyone.
The direction
A jar that carries heat without screaming. A palette drawn from the ingredients (roasted tomato, chile, lime zest, fire). Copy that says what it is, not what it hopes to become.