I conceptualized and built Chillitas’ brand identity from concept to completion—turning Mexican fruit cart culture into a bold, fruit-forward world that creates a new drink category. Inspired by chamoy, tajín, citrus, and street flavor rituals, I shaped the full system (logo, packaging, visuals, and touchpoints) to deliver a taste profile that’s slightly salty, sometimes spicy—and made to add más sabor and más fun to any moment.