Jalapeño Jam project - the process

Some projects take us on a journey around the world and through different cultures.

The Jalapeño Jam project led us on an eclectic adventure, a blend of food, Mexico, Native American traditions, and Israel.

photo by Zohar Ron

Carlos approached us through Facebook to create the branding for the jam.

We were genuinely excited to take on this project, it immediately felt inspiring because we have a deep love for Mexico. A few years ago, we traveled there, and the experience left a lasting impression on us: the vibrant colors, rich flavours, and warm culture made that trip unforgettable. Bringing those memories into a creative project felt natural and exciting.

Meet Carlos Salmun

Carlos Salmun, 40, is a Mexican-Jewish chef who made Aliyah to Israel 15 years ago. He is a father of two and has worked in several well-known restaurants in Tel Aviv. Today, he lives in a moshav in central Israel, where he is creating his new project, Casa Verde—a unique combination of a greenhouse and a restaurant located on his property.

Carlos’s story is as fascinating as his cuisine. He was born into the Mohican tribe, a Native American tribe, and was later adopted by his parents, who brought him to Mexico, where he grew up surrounded by a rich blend of traditions and cultures.

The Creation Process

Carlos’s story truly inspired us and immediately felt connected to the essence of the Jalapeño Jam. After completing the branding, we realized it wasn’t enough, we felt the jam deserved more than just a logo and visual identity. It needed a full experience, something that would bring its story to life.

That’s when we decided to produce a dedicated photoshoot day. We already knew which photographer we wanted to collaborate with, and we had the perfect location in mind: the Cactus Garden at Ma’agan Michael.

This spot turned out to be ideal for capturing both Carlos and the jam. Its unique landscape, filled with desert textures and organic shapes, resonated perfectly with his personal history and the cultural story we wanted to share.

The combination of these cultures shaped a concept rooted in Native American and Mexican heritage, rich with traditions, ancestral roots, and a sense of ancient wisdom. We wanted to capture all of that while also expressing a deep connection to nature: its rawness, its textures, and its authenticity,, qualities that reflect not only the jam’s ingredients but also Carlos’s character.

With the artistic eye of photographer Zohar Ron, we were able to bring this vision to life through a series of striking visuals. We are truly happy with the results; it feels as though the story we imagined transformed into something tangible and alive.

There is nothing more satisfying for us than seeing the outcome of such dedicated work come together so beautifully.

love, SOUL.

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