Mexican authenticity to the next level

Packaging design

Mexico: a territory teeming with a myriad of shapes, textures, tones, and perspectives that grant us a distinctive identity to the world. An identity so rich in diversity that seemed almost impossible to encapsule for the task of taking an entirely Mexican product to the next level.

This task wasn’t impossible for the Top Design team. It was a symbol of commitment to the national vision and brand positioning, ultimately achieving in this thorough research and design project a final image for Danone that fully embodied the Mexican authenticity that the project required.

In order to present a product line made with ingredients endemic to the states that the yogurt would represent within the Mexican territory, the first challenge was to gain indepth knowledge about the cultural richness of each region to generate a recognizable, yet attractive and dynamic image for the market in which it would compete.

This marked the beginning of Top Design’s extensive research work, aimed to find representative elements of each region, in categories ranging from gastronomy to art, history, flora, fauna, and other areas. This laid the groundwork for the creative process of a final product intended to be true to the soul of each state.

Inspired by traditional Mexican embroidery, the team developed a texture that captured the best elements of Mexican visual culture: the explosion of colors, the mixing and matching of different shapes, and baroque celebration that is eye-catching even on increasingly competitive retail shelves.

In addition to this representation challenge (choosing for the texture only five of the many elements that represent each state), the team had to take the first steps towards the transformation of the Danone packaging, which for years had a characteristic blue tone that now gravitates towards whiter shades, acting as a differentiating factor in the hopes of adding freshness and novelty to the brand.

The final result, after an utmost effort to generate the ideal textures, were 5 designs for 5 different states in which the cultural richness of each region lives. All this represented in a texture that, in addition to expressiveness, had to have balance and be visually consistent with the general packaging design.