Diverging from the well-trodden path of generic buzzwords, we set out to infuse Pica Rico with the vivacious personality of its creator. Eschewing the typical granola-organic-green-washed branding, we embraced a bold and snarky persona. The brand’s visual identity started with a lively font, its proud boldness accentuated by a playful twist in the ‘R’, echoing the rolling ‘rrrrrrrr’s as someone exclaims “Pica Rico” when hit with a burst of heat from the spice. This fiery perspective carried into the color palette - a vibrant blend of warm, bold hues balanced by a rich blue. 

As the brand voice evolved, it embodied the snarky persona we had crafted. The theme of fun and boldness permeated every aspect, from crafting playful stories for each blend to the tongue-in-cheek personality, proving salty AF just like the Salted Purgatory mix. Photography and website design followed suit, diverging from the expected sustainability-organic path. Pica Rico embraces a distinct personality that sets itself apart in a category filled with conformity.

As Pica Rico gears up for its official launch, the reception has been nothing short of exhilarating. From small stands at farmers markets to growing online interest, the snarky persona resonates. The brand stands as a testament to breaking the mold, refusing to conform to industry expectations. Pica Rico isn’t just a spice mix; it’s a personality, a hit of heat that lingers in the memory, inviting spice enthusiasts to embark on a flavorful adventure that defies the ordinary.