This branding system takes inspiration from traditional art-deco styles to create an ornate, whimsical set of collateral. The minds behind El Chorizo wanted a mascot for their brand, something that would allow their brand to have more personality while still working within the brand aesthetic. El Jefé is used within the brand packaging as an indicator of the spice level of each El Chorizo product. A colour palette built to match the peppers used in the products ensures a clear understanding of what products customers are buying.