Some project just take me to a trip around the world and cultures. The Jalapeño Jam project took me to a whole eclectic adventure- combination between food, Mexico, native American tribe and Israel.
photo by Zohar Ron
Carlos approached me through Facebook to create the Branding of the Jam. I was super excited to do this project, I felt so inspired because I love Mexico, I traveled there a few years ago and It was a beautiful adventure and very meaningful times for me.
Meet Carlos Salmun
Carlos, 40, Mexican- jewish chef made Aliya to Israel 15 years ago, father of two , worked in a well known restaurants in Tel aviv. Lives today in a Moshav in the Center of Israel, Creating his new project 'Casa Verde' - a greenhouse, restaurant at his place.
Carlos was born in the Mohican tribe -North American Indian tribe and got adopted to his parents and was taken to Mexico where he grew up.
The creation process
Carlos's story really inspired me and immediately connected to the story of the Jalapeño Jam. After creating the branding I felt like it wasn't enough. I felt like the Jam deserved more than just a logo and a design so I decided to create a photoshoot day. I knew who is the photographer that i want and I also knew where. The location where the photoshoot took place is the Cactus garden at Ma'agan Michael,
The perfect place for filming and photographing Carlos and the jam as it communicate perfectly with his history and the story we wanted to tell.
The combination between those cultures created the concept of native American- Mexican heritage, roots, Ancientness and tradition, and I wanted to communicate all that and also a deep connection to nature, roughness and rawness like the ingredients of the Jam and also Carlos's character. With Zohar Ron the photographer's artistic eye as well we created this beautiful visuals. I'm very happy with the results and I feel like my vision came to life.
There's noting more satisfying for me than seeing the results after such a hard work.
love,
PARADI.
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