“Talentos con Actitud Dux” Limited Edition

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Derrick Lin


Agency: Feeling Company
Designers: Viviana Grondona, Ceroker, Alejo Giraldo, Mugre Diamante, El Cari
Location: Colombia
Project Type: Produced
Client: Galletas Dux
Product Launch Location: Colombia
Packaging Contents: Crackers
Packaging Substrate / Materials: Plastic
Printing Process: Flexography

Dux is a crackers brand from Colombia. Their target is young college students who need to calm their hunger with something delicious, but for them, crackers are perceived as boring. Since Dux´s claim is “Esa es la actitud” (That´s the attitude), we decided that we needed to fill their packaging with a lot of attitude in order to connect with their target.

“Talentos con Actitud Dux” is our first limited edition created 100% by local talents.

We chose 5 talented Colombian illustrators (@VivianaGrondona, @ElCari, @Ceroker, @AlejoGiraldo_ and @MugreDiamante) and ask them to fill our packaging with their own attitude and style. Each one of them were given the task to create one design for each one of our three products (Original, Integral and Rellenas) and were given the freedom to create a design that reflected what “attitude” means for them.

What’s Unique?
This is the first time in the crackers category in Colombia that this kind of project is done, so this new limited edition helps the brand to stand out and adopt a younger vibe. Also is the first time that 5 different designers work in a single project, which helps us to portray a wide diversity of graphic styles, ranging from pop art to urban art.