Project Type: Produced
Product Launch Location: Mexico
Packaging Contents: Beer
Packaging Substrate / Materials: Paper
Printing Process: Rotogravure
Carta Blanca is the most traditional beer brand in Mexico. In 2019 launches Caguamita, a new line presentation inspired by the original “Quitapon” with a design that connects the brand with millennial consumers through an essentialist approach that preserves the brand’s traditional values and evolves it to make it more attractive, fresher and shareable, looking to increase even more the brand consumption.
Conceptually, we create a naming inspired in the “Caguama”, a 940 mL presentation that is an iconic product of Carta Blanca thought the years, under the idea of the “Caguama” is a big brother, borns “Caguamita” or traduced “a little caguama”, because it has only 300 mL.
We design a product that preserve the spirit and tradition of the brand, applying graphic resources like magnify the elements to give a fresh twist to the design and connecting with the strategy of the brand.
With this product, it has been possible to reach new consumers to the brand and to consolidate Caguamita as a successful project for Heineken.
In this case, the challenge has the idea of make a design for the millenials but preserving the spirit and tradition of a brand with more that 100 years of history.