The Problem
Mexican culture is often introduced into the US without proper information. A lot of people enjoy things from Mexico, especially cuisine without even realizing what it is of where it comes from. Aguas frescas are traditional Mexican beverages that are typically served with savory meals. Agua fresca translates to “fresh water” but they are best described as sweet beverages like lemonade. The market for aguas frescas that come in powder or already prepackaged is slim and does not appeal to modern consumers.
The Approach
The first step was to select a name that would encompass the brand and tell a story.
Sinatel is the name of a street off of where my grandmother lived. I associate traveling to Mexico City with the street and wanted to pay hommage to my grandma and the huge role she had and continues to have on my life. Since Mexican food is such an important part of my culture, I thought it would be fun to create a produt that reflects my experiences and feels inviting and welcoming.
For this case study, I created and designed the packaging for a product that was from my culture. It showcases the tradition while appealing to modern audiences.
Creative Brief
Goals
The goal of this project is to create packaging for a proposed new powder mix for popular Mexican beverages known as agues frescas. The packaging will have nod at Mexican heritage. Since it is a dried powder mix, it is important to highlight the fresh ingredients and steer clear of the stereotypes associated with artificial beverages from competitors. The ultimate goal is for people in the US to be immersed into Mexican culture while enjoying the ease of making the beverage with a powder. It will also be enjoyed by people from Mexico who may not have all of the time to prepare agues frescas every day,
Audience
Millennials are the targeted audience since they have the largest spending power. I will specifically be targeting women in their 20s in the United States.
Voice
The voice should be traditional with a modern twist. It is meant to be inviting and welcoming, while still fun. It should feel as though you are chatting with friends on a hot summer day enjoying drinks.
Competitors
Klass, Crystal Light, Tang, Jarritos, alcoholic mixes.
