OJOS ROJOS is a mockup company I made from scratch. This project consisted of creating the logo, product mockup, website, brand identity and logo style guide. The logo of OJOS ROJOS represents both a flame and an eye, speaking to the heat intensity whilst tying back to the logo name and identity. OJOS ROJOS translates from Spanish to "red eyes". I had fun concepting the brand for this mockup company as well as creating intensity level names to descriptions of the bottle (Tear Jerker, Fire Breather, and Fire In The Hole). The slogan "Not for the weak sauce" means our sauce plays on two common idioms "weak sauce" and "not for the weak". I felt that combining these two idioms created a fun and edgy statement which also spoke to the self-proclamation that their sauces were marketed towards those who like quite a bit of spiciness to their food. I added some transparent yellow flames for Fire In The Hole, giving the sense of blurred vision to really show that this is by far the hottest sauce in the market. 

I created a mockup website for OJOS ROJOS, including a view from a tablet and a phone. The tablet view jumps right into showing the OJOS ROJOS products with a description of each of their intensity levels. Visitors are also given the immediate option to purchase product. The phone view gives a similar perception with the product mockup of all three bottles being displayed as the hero banner. 

I included the ideation, sketches, and final logo style guide packet for OJOS ROJOS. The brainstorm and sketches are from my sketchbook. I used the mind mapping technique to come up with the name of OJOS ROJOS and the slogan of "Not For the Weak Sauce". On the next page, I started to sketch out logo designs until I arrived at a design I was very proud of. I also manipulated the font used for OJOS ROJOS, using Bebas Neue Regular as a base. I added small spikes to the sides of the letters, which I feel gives a Western/ Mexican vibe and thus subconsciously relates the sauce to a high level of heat known to the Mexican culture.