Maldita is a brand of Pimenta da Terra, an Azorean condiment which consists in a thick sauce made of Azorean peppers and salt. In the Azorean cuisine, this spicy and salty sauce adds flavor to dishes, marinates meats, and serves as a perfect accompaniment to cheese and bread.
They offer a unique flavour to enhance the taste of any dish. Their goal was to create a visual identity that not only reflected their unique taste profile but also captured the vibrant azorean culture.
My role was to develop a visual identity that was simple but bold, which also included creating it’s packaging that should be aligned with the brand’s personality. Ultimately, I wanted to create a design that would stand out of the supermarket shelves.
As a brand designer, I am passionate about creating bold and distinctive brand identities that help companies stand out in their respective industries. One of my most recent projects was for Maldita, a sauce brand that wanted to bring a fresh and modern look to their packaging.
Maldita is a Pimenta da Terra sauce brand that offers a unique flavour to enhance the taste of any dish. Their goal was to create a visual identity that not only reflected their unique taste profile but also captured the vibrant azorean culture.
To achieve this goal, I began by researching the azorean cuisine, exploring the various spices, flavors, and ingredients that make it so unique. I used this knowledge to inform the color palette, typography, and overall aesthetic of the Maldita brand.
To bring the branding to life, I designed a series of packaging labels that included eye-catching illustrations and playful but bold typography.
The brush style of the lettering paired with the italics conveys a screaming sensation that we associate with spicy. The brand name itself reinforces this idea: Maldita in Portuguese means cursed/damn.
The result was a cohesive and visually impactful design that effectively conveyed the unique qualities of Maldita’s sauces.
The final result was a bold and eye-catching design that showcased the brand’s playfulness while communicating its premium quality and unique taste. The vibrant red color palette was inspired by the fiery peppers and bold flavors of azorean cuisine.
Overall, the Maldita branding project was a great opportunity for me to showcase my design skills and my ability to create a bold, memorable brand identity that reflects brand’s unique offering.
