Chile Fuego

Chile Fuego, a small-batch snack brand built around roasted peppers, set out to capture that intensity and share it with a wider audience. The product was rooted in tradition, but it needed a brand and packaging system bold enough to stand out on modern shelves.

The challenge was to design an identity that honored its origins while amplifying its fiery character. Through expressive lettering, rustic textures, and 3D product visualization, the brand brings the heat and heritage of the snack to life.

Creative Director: Leo Juarez / Permma