Salzam
Rialto, California · 2024
Salzam is a brand of homemade spicy gummy candies created by two entrepreneurial Mexican sisters living in California. What began as a small venture — selling gummies to their friends within the local Latino community — quickly grew in popularity, leading the sisters to formalize their project. Today, Salzam is a recognized name among lovers of spicy treats, known for its authentic flavors and homemade quality.
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What I did on this project
Brand Strategy
Studied the current situation of the brand to focus the launch strategy on achievable and measurable results.
Craft the Visuals
Developed a visual identity that allows the brand to communicate the entrepreneurs’ personality, appeal to their target audience, and be applied across packaging, business cards, and digital media.
Cool Packaging
Designed easy-to-use, eco-friendly packaging with a long-term perspective — packaging that stands out quickly from competitors in retail and online stores.
1:1 Consulting
Held consulting sessions with the entrepreneurs to ensure correct application of the brand, strategic communication, and a business plan aligned with the values established before launch.
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How did it go?
Salzam began its positioning strategy on social media; with its growth in digital media, it also started to establish a presence at markets in California.
People responded positively to the change, and Salzam even reached new customers who had never tried chili-flavored gummies before — the brand’s story and packaging appealed to them.
Currently, they are looking to enter the retail market with a view toward 2026.
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