This packaging redesign project focuses on modernizing the iconic Herdez Salsa brand while deeply honoring its Mexican and Aztec roots. To bridge the gap between tradition and contemporary design, I reimagined the brand’s original Aztec illustrations into a series of dynamic background patterns that serve as visual indicators for heat levels. Recognizing the limited copy on the jars, I elevated the secondary typography into a central design element, utilizing scale and expressive, complementary typefaces to create a sense of rhythm and energy. By transforming standard nutritional and descriptive text into bold graphic statements, the new packaging moves away from a static layout toward a vibrant, textured aesthetic that celebrates the brand’s cultural heritage in a modern retail landscape.