In the Fresco studio there is nothing we love more than working on the design for a product or service we really love and believe in. The packaging design for Souly Guacamole is a great example of this … fresh homemade guacamole, no cream cheese, no nasty fillers, preservatives and colourings just beautiful fresh avocado and Souly’s secret recipe mix.
The founder of Souly Foods came to Fresco seeking a simple, uniquely Mexican design, with a modern yet slightly grungy approach. Their authentic, healthy Mexican guacamole needed to stand out in high-end delis and grocery stores as a premium hand made product. As this was the first cab off the rank as far as the range was concerned, we needed to create a design that could be rolled out to future variants like salsa and consider different spice levels. Starting with the logo design as the foundation of their brand assets we researched ancient Mexican cultures including that of the Maya and Aztec civilizations.
The chosen designs drew reference from ancient Mayan stone carvings depicting various phases of life – the illustration work was all hand done in the studio by our designers to reflect the handmade nature of the product. The mottled black background on the packaging references the volcanic stone that features in Mexican cooking in objects like the mortar and pestle and so forth. We love creating conceptually meaningful and visually interesting packaging solutions like this example.