• Paco Jones presents a spicy twist on ketchup with branding designed to celebrate duality
• Partnering with design studio Land, the system leans on strong typographic choices from Wabi Sabi Type Shop that harken to the imperfections of wood block type and vintage poster design aesthetics

Putting your own spin on a beloved product can be a risky business, but it was a chance Paco Jones founder Jaime Davila was willing to take. Paco Jones is a Mexican ketchup brand that took one of the most recognizable tastes and universal sauces out there, and ramped up the heat—inside and outside of the bottle.

Davila normally works in the entertainment industry as a film and TV producer, with Paco Jones marking his first foray in the CPG world. As work had slowed down in Hollywood, he took the opportunity to dip his toes into product development and brand building. “I was looking for something fun on the side for my creativity,” he shares, so the gears began turning. The Mexican ketchup concept developed organically for Davila, based on what he was already doing in the kitchen.