DON UCHO

Brand system for a bold Peruvian hot sauce brand.

Industry: Food & Drink / FMCG
Location: Lima, Peru
Market: Peru
Year: 2016-2025

Context

From its inception in 2016, Don Ucho embraced a playful, irreverent, and unapologetically spicy personality, positioning itself as a contemporary alternative within a category often dominated by predictable visuals.

Challenge

Over time, the brand evolved organically, maintaining strong recognition but without a fully structured communication system behind its growth.

The redesign aimed to formalize its positioning as a contemporary educational community, balancing emotional warmth with pedagogical structure.

Strategy and New Identity

The updated identity reinforces Don Ucho’s bold and unapologetic personality through a vibrant color system, expressive typography, and a graphic language designed to demand attention in independent retail environments.

The branding work on this project included:

- Concept structure

- New logo

- Color palette

- Fonts system

- Graphic layout

- Guidelines for social media

- Iconography

- Aditional assets:

+ Labeling

+ External packaging

+ Digital catalog

+ Social media management

+ Product photography and visuals for digital media

The Outcome and Impact

By consolidating its graphic system while preserving its original character, the brand evolved into a more confident and recognizable player within the local hot sauce category.

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