- Estudio Cariño designs the brand identity and packaging for Mexican condiment brand “Maldita Envidia,” or “Damned Envy.”
- The brand identity is inspired by large movie posters and fluorescent-colored and handwritten Mexican market signs, and features fun characters and expressive typography.
Envy can be a destructive emotion. Resentment over what someone else has or that we think we ought to possess instead can cause tremendous, self-inflicted agony. It can turn us into irrational, vicious people.
We’ve long thought of jealousy as an emotion to avoid. Aristotle, for example, wrote about envy in Rhetoric around 350 BCE, describing it as a pain that arises from seeing equals have something we don’t have and feel we deserve. In Christianity, envy is listed as one of the seven deadly sins and has long played a role in fiction; think David Fincher’s film Seven, where a serial killer uses the deadly sins, including envy, as a basis for his murders.
