Chilito is a hot sauce brand created in California, based on a family recipe that originated in Sonora, Mexico. More than a unique flavour, the brand carries a mission: to support shelters and the rescue of stray dogs with every bottle sold.
Branding, Web, CPG, Social
Chilito
Branding, Web, CPG, Social
Chilito is a hot sauce brand born from a family recipe over 150 years old, originally from Sonora, Mexico. Rooted in cuisine as a tradition and a daily companion to family moments, the brand carries a story that crosses generations and territories. Chilito comes to life with a unique flavour and a clear purpose: to support shelters and the rescue of stray dogs, allocating part of its profits to help animals in need of a second chance.
What sets the sauce apart is its tomato base, which gives it a thicker texture and a deep, umami-driven flavour profile. It is a balanced, easy-to-use sauce designed for everyday life, ready to accompany any meal, at any time. Versatile and straightforward, Chilito moves away from the excess acidity and vinegar of traditional hot sauces, positioning itself as a flavour complement to any dish.
Arnold was responsible for creating the brand’s visual identity, developing the packaging, and shaping its online and offline communication, including art direction and photography. The project is built on intentional visual choices: vibrant colours, expressive typography, and original illustrations that orbit around the Chilito mascot (a dog inspired by the texture of the sauce and the brand’s mission), alongside a graphic language that balances irreverence and clarity. Each decision seeks to translate Chilito's spirit: honest, accessible, and full of personality, while reinforcing its origin, purpose, and contemporary presence.
Credits
Design and Art Direction
Juliana Verlangieri, Murilo Fonseca
Illustration
Beatriz Batisteli
Motion Design
Juliana Verlangieri, Hugo Romero
Website Design
Juliana Verlangieri
Product Photography (São Paulo)
Gustavo Mendes, Charles Willys, Heitor Vieira (assistant)
Production
Thinkers
Executive Production
Vitor Tadashi, Davi Gomes, Katiane Romero
Producer
Vinicius Moreira
Styling
Fillipe Soares
Food Stylist
Tatu Damberg,
Paula Cinini (assistant)
Scenography
Simone Saporito
Model
Bruna Silva
Kitchen Photography (New York)
Ivana Cajina, Sonia Broman, Colin Cusac