Pace Fire Salsa

Pace is widely known for their mild salsas that are geared toward families. When Pace wanted to try something a little different with two new varieties that deliver on heat and flavor for more adventurous consumers, Pace Fire was born.

Works was tasked with creating a look that would attract the attention of younger consumers looking for a unique taste that pushed beyond the traditional salsas seen in supermarkets. Our team knew that these varieties had to stand out on the shelf, as the super hot competitors all feature bold and often jarring packaging. Accordingly, we decided on high contrast black, white, and neon labels to distinguish the new line from Pace’s existing offerings, as well as their competitors others on the shelf.