Latino package design for La Vaquita Licuados

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Created: 01/21/13
Last Edited: 03/02/14
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Description
Mexican Licuados with a new twist of flavors.
Not your Abuelitas line of Licuados!
  • Company:
    Castro Cheese Co.,Inc.
         
    Project:  
    Can design for 4 flavors of licuados (milk-based smoothie-like beverage) and accompanying       promotion, merchandising and P.O.P. 
         
    Purpose:
    Introduce novel, non-traditional flavors of the customary Latino power drink to on-the-go                  Latino young men (and potential ancillary users).
         
    Solution:  
    Various design executions were created to appeal to differing acculturation audiences.
    The common theme, used to emphasize the unique and indulgent flavors, is, “This is not  
    your grandmother’s licuados.” Spanglish language is cleverly used to appeal specifically                          to the target audience. The muted earth tone package background implies masculinity and                        flavors are categorized by with bright palette color coding (for instant visibility). “NEW” is            prominently displayed in a red bug as a special attract.
         
    Outcome:  
    The product line launched in Houston, Texas, and has since expanded distribution to                      convenience stores throughout the state.

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