This exploratory project focused on reimagining the branding and packaging design for Tucson Foods’ Pepper Sauce for Darkroast agency, with the goal of elevating its visual identity while ensuring a more cohesive look across the entire product line. By analyzing both the original and current packaging, I explored ways to refine and modernize the design while maintaining the bold personality and rich heritage of the brand.

Through custom illustration, thoughtful layout design, and art direction, I developed a streamlined and visually compelling label that enhances brand recognition and shelf presence. The updated design embraces a cleaner, more contemporary aesthetic while preserving the essence of Tucson Foods, making it feel fresh, authentic, and aligned with the evolving market.

This exploration allowed for a creative deep dive into the brand’s potential future direction, pushing the visual identity toward a stronger and more unified presence without losing the character that makes Tucson Foods unique.