ROLE: Logo Design/Branding
/Art Direction/Strategy
Fuego & Flora is a California based gourmet salt brand seeking an identity rooted in Latin American heritage; warm and expressive, without relying on convention.
Drawing from the relationship between fire and botanicals, I developed a visual system that balances cultural character with a contemporary sensibility. Bold color, organic forms, and expressive typography bring energy to the identity, while a structured framework keeps the system refined and adaptable.
The process centered on creating something that could feel culturally familiar without becoming nostalgic or folkloric. The result is a vibrant identity that carries a sense of heritage and ritual while feeling distinctly modern.
Thinker, maker, observer, doer. Thank you for being here.
Currently available for work. Open to thoughtful collaborations and new ideas.