Compañia Comercial Herdez was established in Monterrey, Mexico in 1914. Today, as Grupo Herdez, the brand is “a leading producer of shelf-stable foods and one of the main players in the ice cream category in Mexico, as well as one of the leaders in the Mexican food category in the United States”. In 2019, Herdez launched its “Mexican is Herdez” salsa campaign for the U.S. market, with the keywords, “loud, aromatic, vibrant, bold,” and “fresh flavors with an attitude”.
TV ads, web graphics, and other campaign materials, including a lotería game, feature the typeface Form by French designer Maxime Francout. The designers (unknown at this time) sometimes mix upper- and lowercase, or rotate the ‘x’, such as in the tagline.