Pasumecha – Salsa Macha Inspired by Veracruz and Made in Quebec
Pasumecha is a salsa macha brand born from the meeting of two worlds — a celebration of Veracruz roots prepared in Montreal. We crafted a full brand identity that reflects this cultural fusion, with design inspired by the co-founder’s heritage in Veracruz, Mexico, and the product’s home in Quebec.
Each label tells its own story through custom illustration, drawing from folkloric dance, traditional dress, and classic Mexican visuals. The vibrant scenes come to life with a textured tile backdrop and various finishes, including gold accents and raised spot gloss on musical elements, jewelry, and fine details.
Made in Montreal using authentic Mexican chiles, this product reflects a deep love for tradition and a fresh, local approach. From logo design to packaging execution, we worked closely with the founders to bring their vision to life.
Visual Identity & Packaging
Brand Identity & Packaging Design: Jonathan
Illustration: Hicham Illoussamen
3D: Alex Holroyd
Photography
Photography & Photo Art Direction: Jany Tremblay
Prop Styling & Recipe Styling: Émilie Gaillet
Photography and styling were produced independently by Jany Tremblay and Émilie Gaillet. We are grateful to be able to showcase their beautiful work in this portfolio.
