I led the end-to-end creative development of Calavera Peppers — an artisanal hot sauce brand — overseeing its evolution from concept to market presence. This was a multidisciplinary project that spanned strategic brand positioning, packaging systems, eCommerce UX, and content design. The result: a cohesive, ownable visual language that translated seamlessly across physical and digital channels, helping the brand build traction organically in a competitive market.

www.calaverapeppers.com.br

Strategic Contributions

• Brand Identity: Defined the tone, personality, and visual DNA rooted in old-school tattoo aesthetics and Latin American culture.

• Packaging System: Designed a scalable label system supporting future product lines, emphasizing storytelling, heat scale, and flavor.

• Digital Presence: Developed a Shopify site with a frictionless UX and clear conversion paths, blending brand storytelling with sales performance.

• Art Direction: Created and executed the look & feel for photo assets, balancing gourmet appeal with irreverent humor.

• Social Content: Built an organic content strategy that boosted engagement through culturally-relevant memes, recipes, and bold visuals.

Outcome

This project exemplifies my ability to lead brand creation from zero to launch, aligning design execution with business strategy and user engagement. It also demonstrates my strength in building flexible brand systems, creative storytelling, and cross-platform cohesion — all with a hands-on approach across multiple design disciplines.