Penitente Tortured Soul by Montezuma Salsa (Student Project)

Designer: Jonathan Yurek
Client: Montezuma
Location: Columbus, Ohio, USA
Project Type: Student Project
School: Columbus College of Art and Design

This is a student created package design that talks about the history of an infamous Aztec emperor and his revenge. This student project is an innovation concept for a target audience who can withstand a little heat for when it comes to their salsa.

I created a better understanding of the Montezuma brand by discussing the rich, cultural history of Montezuma and his curse. I’ve created a package design that lets people understand the actual wrath of his curse as demonstrated by the reusable packaging all the way to the concept that Montezuma crafted the salsa himself.

With Aztec culture acting as an informant, the box represents ritualistic behavior. The consumer has the opportunity to use the box as a container for chips and the tortured soul salsa. One half of the box is made for storing chips and the other half is a portion controlled salsa container allowing the consumer to store the salsa once there are done handling the wrath of Montezuma.