Our team was initially approached to create an RFP for a new branding and marketing campaign for the brand 'Barrilitos', a Mexican soda brand that had been acquired by Coca-Cola and wanted to compete with the market share held by Jarritos.
I was tasked by our creative director with helping to develop one of the creative concepts to propose to the client. The idea was that it was 'Fresh, but in a good way'. The idea was to reach out to their target demographic (Gen Z and young millenials from Latino communities), and have an heir of being 'irreverent' and 'witty'.
Ultimately, the concept was scrapped, as the client felt that they did not want to advertise that they were 'fresh' or have them associated with fruit, as they felt (as a soda company) that it would be misleading. We ended up going with a much simpler, more illustrated concept based on the use of indigenous patterns and art; focusing on the culture and history of the area the brand originated from.
While the concept never saw the light of day, it was still an enjoyable practice exercise in coming up with branding.
The ask for this project included the creation of multiple mockups and renderings to showcase POS and instore, as well as OOH brand activations and promotional materials. The mockup example shown to the right is fully custom, from the bottles to the keychain, and botthle opener.
Working with projects that are pitches and purely conceptual makes it difficult to find or use pre-existing content. This includes photographs and brand elements. This required that I create everything from the ground up in photoshop and illustrator. I always enjoy projects where I get to flex my abilities, expecially when it comes to technical proficiences.
