trinche is a hot sauce brand created to express a bold, unapologetic mexican voice. built by a mexican-american founder, the project required a visual identity, and a clear position. we defined the brand from the ground up: strategy, naming and identity. trinche (derived from the devil’s trident) establishes a symbolic foundation. a simple idea that carries meaning across the system. the visual language builds on this: a diablito as central figure, sharp forms, expressive typography, and a tone that holds both humor and intensity.