Step into the next chapter of Cholula, where small design shifts make a big impact. As the brand expands beyond its iconic hot sauce into Chamoy, Mexican Chili Crisp, Cremosa, and simmer sauces, we saw an opportunity to reimagine the design system—building something that feels fresh, flexible, and unmistakably Cholula.

We kept what people already love: the warmth, the authenticity, the bold color that makes Cholula light up the shelf. Then we made it easier for shoppers to explore, discover, and bring home something new. The masterbrand logo shed its “hot sauce” lockup to make space for future formats, product descriptors got a clearer moment to shine, and a new type system featuring Roca brought just the right amount of character and modernity.

This work is quiet but powerful—the kind of behind-the-scenes design thinking that shapes how people experience a brand without shouting for attention. It honors where Cholula has been, and opens the door to where it can go.