Latino package design for La Vaquita 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.