Mesa de Vida

Mesa de Vida is a globally inspired cooking sauce sold in Whole Foods and other boutique grocery stores. The problem was that their old logo, branding, and packaging looked more Latin even though that is only ONE of their many regional sauces. It also did not convey the warm and inviting personality of the brand, and their short, wide jars were difficult to pour from.

Working closely with Mesa de Vida's CEO and mentors, we came up with a new brand story that told consumers "Food is what brings us together". The new look is warm and inviting, with fun colors and travel icons to reflect the global inspiration for the sauces. We chose a golden yellow for the main color, and a round logo that's reminiscent of a passport stamp, sun, or old-world coin. We were careful not to choose a font that was too modern, too regional, or too old-fashioned.

The end product perfectly reflects the product, the brand, and the CEO herself! Since the relaunch, Mesa de Vida has partnered with a huge distributor here in North America, won an award for best in her category, and has already seen increased sales.