HATCH CHILES
 featuring a new logo and packaging design 

CONCEPT

It is likely you purchased the wrong salsa or peppers AT LEAST once. Traditionally,  spice levels on products are represented by color (mild: yellow, medium: orange, and red: hot). This distinction is often not enough and leads to customer confusion and frustration. This campaign features a new representation of spice intensity in a clear and accessible way, giving the customer the power to choose the product they want.