Wood's Family Salsa Logo

Brand identity for a small family-owned salsa production business.

The client needed a logo for a small family-owned homemade Salsa production business based in Oklahoma. Given full creative control, I decided the logo should reinforce name recognition, represent the love that goes into homemade cooking, and have a hand-drawn appearance to represent the handmade nature of the salsa.

I began by sourcing a Western-themed font and a funky slab serif that would serve as the baseline for the logo. I then arranged the letters to form a loosely rectangular shape overall and used Adobe Illustrator to roughly edit the shape of the "y" in "Family."

Next, I imported the black and white image into Procreate, where I drew the unique logo elements by hand. I drew over the "W" in "Wood's" to form a tree, refined the shape of the "y" in "Family", added in two elongated hearts around the "l" in "Salsa", and added a heart growing on the tree to form the apostrophe in "Wood's".

Once I was happy with the logo I'd drawn in black and white, I imported it to Adobe Illustrator, where I vectorized it and colorized it with a color palette of brown, red, and black.

Lastly, I developed three color treatment options that may be used for any marketing materials. Because T-shirts are often one of the first marketing materials printed for small businesses, I chose to provide T-shirt mockups displaying the color options.

The client was thrilled!