TABASCO BRAND®
Category:
UI/UX & Art Direction
Location:
Mexico City
Bringing a Global Icon Closer to Local Culture
Salsa Tabasco is one of the most iconic hot sauce brands globally, with over 150 years of history and a portfolio of diverse sauces enjoyed worldwide. For the Mexican market, the project focused on creating a highly dynamic, visually rich informational website that showcased the full product offering, brand heritage, curated recipes, and points of sale. Alongside the site, I also led art direction and production of social advertising and photography tailored for Mexican audiences, aiming to tropicalize the brand’s global identity while keeping its legendary essence.
Global Brand, Local Expectations
The main challenge was to translate a globally iconic brand into a culturally relevant experience for Mexican consumers, one that felt familiar and aspirational at the same time. Key objectives included: ✦ Presenting Salsa Tabasco’s full range of products in a way that was engaging, dynamic, and easy to explore. ✦ Designing a site that not only informed but also invited discovery, including a wide variety of recipes and interactive tools to find products near you. ✦ Ensuring the brand’s heritage and origin stories were visually and narratively compelling. ✦ Creating additional digital assets (photography and ads) for social platforms to strengthen local audience connection and drive brand love.
Designing Flavor Through Experience
I led the project from a UX, visual, and creative direction perspective, focusing on exploration and storytelling. ✦ Designed the site’s information architecture around products, recipes, brand history, and store locator ✦ Created a visually bold interface rich in animations, transitions, and micro-interactions ✦ Used motion and interaction to reinforce discovery and brand personality ✦ Served as Art Director and Production Lead for social advertising and photography, adapting the brand visually for Mexican audiences across Instagram and Facebook The result was a cohesive ecosystem where web and social content reinforced each other.
From Digital Presence to Brand Affinity
The website became a central hub for brand discovery, offering an engaging way to explore products, recipes, and brand heritage. Impact highlights: ✦ Strong engagement driven by interactive content and rich visuals ✦ A cohesive localized brand experience across web and social ✦ Facebook presence remains highly active, with 3.7M+ followers, reflecting sustained audience interest and reach Despite later consolidation of Instagram into Tabasco’s global account, the project successfully strengthened local brand relevance and digital storytelling in Mexico.
