3493
May 4, 2026
El Patas
Ají bravo
Need
A new identity,
with the same unmistakable flavor
A./ Every project invites us to learn, understand the business, and discover new ways to help it grow. Along the way, we realized that a brand can evolve, modernize, and connect with new generations without losing what made it unique in the first place.
El Patas’ new identity is built on that belief. Because while the visual language can change, one thing remains untouched: the recipe that has defined the brand since 1953. That legacy can’t be redesigned, replaced, or altered by any graphic. Our job was simply to create an identity worthy of its story.
Logbook
Manifesto
We’re not here to tone things down, we’re here to set everything on fire.
El Patas isn’t just another hot sauce. It’s that first hit that wakes you up, that burn that never asks for permission, and that flavor that lingers long after everything else is forgotten.
We were born from fire, from fearless kitchens, and from people who never hold back, who always add a little more.
We believe in intensity. In heat that’s real. In the kind of spice that makes you close your eyes and say, again.
We don’t make hot sauce to sit on the side. We make hot sauce to transform every bite. For those who bring the heat to life, who never settle for bland, and who know that if something doesn’t burn just a little, it doesn’t count.
El Patas is attitude. It’s street. It’s the kitchen. It’s fire. And if it burns, it’s because it’s doing exactly what it’s meant to do.
Composition
The perfect balance
between passion and business
Business
40%
Design
30%
Content
30%
Colors
Plenty of energy,
sharp focus
Primary
AaHexadecimal
#d5272a
Secondary
AaHexadecimal
#750000
Complementary
AaHexadecimal
#21ed7c
Results
From concept to
visual expression
- Benchmarking
- Naming
- Brand attributes
- Logo
- Typography
- Color palette
- Photography
- Physical brand identity
- Digital applications
- Brand guidelines
- Digital setup
- Target audience
- Information architecture
- Custom website
- Digital infrastructure
- Management & optimization
- Digital ecosystem
- Digital asset centralization
- Data & analytics
- Social media
- Sales strategy
- Paid media management
- Audiovisual production