Rosa Mexicana (RM) is an e-commerce brand that creates purposeful handmade goods. RM creates opportunities for artisans in Mexico to earn income by bringing their products and stories to our markets through long-term, fair trading relationships.
Its name is a tribute to Mexico’s rich, vibrant, and sabrosa y vale madres culture. To its powerful and nurturing women. Translated as Mexican Pink, RM is fierce, feminine and fresh. From the bugambilia, the taxis, pueblo magico architecture, textiles, papel picado or candy, its a color that has represented mexico since the mid 1900’s. Wear it with pride. Leading with the vibrant pink and adding other bright latino rich colors, such as the ..... , this brand appeals to the friendly, young, and vibrant twenty somethings. The targer is a traveler or aspiring traveler, mexico lover, spunky mid income 26-42 yr old. Font, imagery, graphic elements…
Coqueta is a hard seltzer type beverage product from Mexico. It is inspired by rich and spicy cultural flavors. The name means to be flirty, which adds to its playful brand personality. Coqueta achieves a perfect balance between alcohol and mixed spicy or fruity notes. The project's main objective is to create a unique graphic identity, which communicates its freshness and playfulness attributes.
As part of this project, I designed replicable as well as scalable design for the different product flavors. The design, needed to convey this fun-natured and flirty beverage personality in order to appeal to the youthful target so it was important to select flavor concepts, names, fonts and colors palettes that held those attributes.
Coqueta uses the modern sans serif Lemon Milk in different weights for its crest style logo. For the flavor titles on the packaging however, I selected a more daring a robust typeface, Barricada, in order to present a more youthful and hip temperament.
I worked as part of the thinktank to come up with the flavor names for this brand. Thinking of clever names of the drinks was a fun part of the project, sometimes mixing two well known concepts into one, such as Jamaica (Hibiscus) and Mimosa becoming Jamaicosa, or Pepino (cucumber) and Mezcal becoming Pepizcal, and so on.
Illustrating a fun and vibrant ambiance and attitude to attract the young market while establishing its brand identity is Coqueta's main social media focus.
