Design round · July 29, 2026
Three directions
These aren’t three skins on the same site. They’re three different answers to one question: is this a brand site, a tool, or a magazine? Each one also carries a different one of Lázaro’s own positioning bets — so picking a design picks a position. Choose one and we build on it.
- Brand site
Your New Ingredients
The tub is the hero. Pick a salsa and the whole page takes on its color, showing only what that one unlocks.
“Once you get to know them you will use them as you use your spices and seasonings”
- The bet
- Pantry reframe — the tub is a staple you reach for like a spice. The only bet that changes how often people rebuy.
- Feels like
- Premium, dark, mineral — built on the molcajete stone rather than the usual warm cream.
- Right if
- If the priority is a brand that feels serious and expensive in the H-E-B produce case.
- Tool
What am I cooking tonight?
Answers the question on one screen: pick your salsa and your protein, recipes resolve underneath. No scrolling to discover.
“You don’t need Meal Kits anymore! (At least Mexican ones)”
- The bet
- Anti-meal-kit speed. Also the one Lázaro independently asked for in his own feature list.
- Feels like
- Clear, fast, almost an app. Measurements set in mono, like a formula.
- Right if
- If the priority is serving the person who scanned the QR holding the tub, hungry, at 6pm.
- Magazine
The kitchen
The real kitchen as the story: five pans going at once, a tray of twelve salsas. Plated food comes later.
“Cook like a Mexican Abuela”
- The bet
- Heritage and permission to improvise. Pulls against the other two — authenticity vs. speed.
- Feels like
- Warm, editorial, with a voice. Cool stone structure, warm food.
- Right if
- If the priority is people believing in whoever makes the salsa.