TYPOGRAPHY
TYPOGRAPHY
Adobe Certified Associate Illustrator Training
Fall 2020
Por La Ventana
In the training for Illustrator Associate certification, we were tasked with developing a new food or drink label, including all necessary informational elements. From this, I concepted a Mexican food brand called Por La Ventana, inspired by Mexican culture, using bold type and color, and messaging to reflect boldness of flavor and the brand's name meaning.
Objective: Conceptualize a food brand and its product labels
Tirar la casa por la ventana is a Spanish idiom literally translated to "throw the house out the window," meaning pulling out all the stops for an event or party - something I wanted to translate into a brand that would have all the essential party snacks.
Bold typography and color were used to reflect both historic Mexican influence and modern party culture, as well as bursting flavor combinations. It was through the pairing of Hochstadt's two display font styles and allowing type warping in arcs and equal widths that the brand began to come to life - in a style paralleling to late 1800s linotype posters, the type is here to command your attention.
Logo Ideation
Developed brand guide
Application: Starting the party off right with salsa jars
I decided to create not one but three labels for the project, three different salsa flavors ranging from mild to fiery hot. Each label would have its own secondary decorative elements.
Labels were personalized through a choice of 4 secondary colors and organic shapes to allude to the main ingredients of that flavor. The heat and flavor descriptive elements as well as any necessary label information were added and combined with personalized copy written to get the jar to the check-out line.
