In developing an identity for Cueva, it was important to convey the idea of a product that uses only ingredients consumed during the Paleolithic period and processed completely by hand.
The illustration style employed in the final logo invokes images of hand drawn cave paintings by early man—Imperfect, organic and pure. The iconography represents the celebration of fire and the energy provided by a healthy body. The chosen color palette creates the feel of the cave painting being done by the warm glow of a fire and also represents heat. The combination of these ideas deliver the sense of preparing the salsa by that same fire at the end of a long day of collecting fresh ingredients.