Luchador Hot Sauce (Student Project)

Designer: Alison Dyer
Project Type: Student Project
School: Pratt Institute
Course: Package Design I
Tutor: Michael Tabie
Location: Brooklyn, New York, USA
Packaging Contents: Hot Sauce
Packaging Substrate / Materials: Glass, Paper
Printing Process: Digital Printing

When tasked with creating a line of hot sauces, I looked towards Mexico’s rich cultural history to draw inspiration. I was heavily inspired by the letterpress posters used to advertise lucha libre matches, which I felt perfectly captured the strength, power and punch of this product. Every hot sauce has its own luchador persona, El Toro, La Cobra, and El Diablo, each more powerful — and spicier — than the next, that challenge your mouth (tu boca) to a fight to the finish.

What’s Unique?
What makes this design special is how the hot sauce itself challenges the customer to try it. I think in many ways being able to eat spicy hot sauces is a feat in of itself, and people can be intimidated by the flavor. I find this very similar to how a luchador may intimidate another wrestler in a match, so I wanted to playfully challenge the customer as a way to incite them to purchase the hot sauce and see if they can handle the heat.