Thoughts on BuroCreative's designs for Wahaca

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We love BuroCreative's recent work on the Wahaca range of chile sauces.

The aim according to Creative Director Roly Grant was to achieve "stand out on supermarket shelves, but...fit into the main Wahaca branding when the sauces are used in restaurants"(1).

We think they've achieved this and the freaky artwork carrying each variant works brilliantly alongside a great typeface offering a hint of Latin American styling but in the modern serif style that's become so appealing for clear, elegant cut-through.

The colouring works as well - either complimenting or contrasting the contents.

We have only one complaint - the character spacing on the "a dash of," which leaves us wondering whether the aim was to allow run-in to create some form of dissonance in the consumer's mind as he/she reads the label, as if reading a foreign tongue...if so it's a level of discomfort we weren't comfortable with and something that could have been refined before it hit the shelves.

All-in-all though this is a fantastic looking design which will look great against more traditional sauces and should meet the client's brief well.
(1) BuroCreative designs Wahaca packaging | News | Design Week