The salsa that Cueva creates is all about the ingredients—fresh with none of the extra junk and processed the old fashioned way. The packaging for their family of salsas needed to place the focus on the ingredients and not compete for attention while not taking so much of a backseat that it couldn’t grab the attention of a potential consumer.
Using limited color palettes and a clean, simple layout, the design allows the ingredients to be the stars of the show as they peek though the transparent containers on all sides. Colors were chosen that stayed true to the idea of preparing the ingredients gathered throughout the day by that night’s fire during the paleolithic period. The colors also pull the viewer’s eye to the product on the shelf through contrast among all of the more typical salsa and condiment colors. The label wraps from the face of the container down to the bottom, guiding the consumer to the ingredients list—the true source of the product’s quality not to be overlooked.