Sol y Sazón – Brand Identity Case Study
Sol y Sazón is a fictional spice and seasoning brand inspired by the warmth, color, and energy of Mexican culinary culture. The goal of this project was to create a bold, modern identity that feels both artisanal and scalable—something that could live on a farmers market shelf just as easily as in a national retail chain.
Objective
The goal was to create a visual identity that felt sophisticated yet approachable—appealing to plant enthusiasts, design-conscious shoppers, and lifestyle-focused customers. The brand needed to communicate trust, quality, and a sense of tranquility while standing out in a saturated botanical market.
Approach
I developed a collection of four illustrations of Azul, showcasing both sitting and standing poses. Each design emphasized soft shapes, expressive features, and a welcoming posture to convey a sense of friendliness and safety. Special attention was given to maintaining consistency across the set while allowing each pose to feel dynamic and unique.
“Sol y Sazón,” meaning Sun and Seasoning, became the foundation of the visual concept.
The identity draws inspiration from:
Desert landscapes and natural textures
The intensity and warmth of sunlight
Traditional Mexican patterns and symbolism
Organic forms found in nature
This combination led to a direction that is both earthy and refined, blending bold cultural references with a contemporary design approach.
Concept & Direction
Outcome
The final identity positions Sol y Sazón as a modern, design-forward restaurant that honors cultural inspiration while appealing to a contemporary audience.
The system is scalable, cohesive, and versatile, designed to function seamlessly across print, digital, and environmental applications.
Takeaway
This project highlights the importance of:
Building a flexible system, not just a logo
Deriving supporting elements directly from core brand shapes
Using restraint to create a more elevated, timeless aesthetic
The result is a brand that is recognizable, scalable, and adaptable across real-world applications—from packaging to environmental design.
Ultimately, Sol y Sazón is about translating the warmth and richness of Mexican cuisine into a visual language that feels contemporary, intentional, and enduring.
