Charles S Anderson crafted the new packaging and branding for the El Paso Chile Company. The identity features hand drawn, distressed style illustrations that evoke the feeling of the southwest. With authentic naturally distressed paper textures and an earthy color palette, the identity for El Paso Chile Company comes together quite nicely. It wasn’t all by chance. The team traveled to Texas to take a donkey ride through the desert by request of this uber-eccentric client.

In addition to packaging for their line of salsas, we also worked on naming. After rejecting names like “Gasping Gringo” and “Exploding Armadillo,” we finally settled on Salsa Del Rio, Salsa Diablo and Salsa Divino. To convey authenticity, for his new fajita marinade, we packaged it in Mexican beer bottles with label art built from pieces of printed scrap unearthed from flea markets in Mexico City.