Headquartered in Jalisco, Mexico, Cielito Lindo is one of the most popular breweries in South America. With the launch of its barrel-aged program, the Mexican brewery has ventured into the “collectors beer market.”
Toro Pinto, a Mexico-based design agency, was approached to create the packaging design for the barrel-aged collection. According to the design brief, Cielito Lindo wanted the designs to connect with the customers at an emotional level, along with having some Mexican elements.
“We were commissioned to create the artwork system and packaging output for the first barrel-aged collection. Requirements were simple: emotion, and Mexicanity. The master brand had to be kept intact but present as a signature in order to create a blank canvas for the artwork and design to unveil. The collection had to resonate with the consumer who commonly acquires these 600 ml presentations in the autumn-winter season as a gift, hence the experience had to convey that warm sense of a special occasion gift.”
The solution came from something as simple as wood. Mexican wooden toys are famous around the world. And barrels are also made from the same material! The combination of toys and barrels in the packaging takes the design to a whole new level. Not only are the designs attractive, but they connect with the audience at an emotional level.
“The solution was found in the poetic imagery and coziness of materiality: wood. Barrels are made from this precious matter, and so are the long-nostalgia toys. Inspired by the archetypical memory of toys and childhood, we played with the general concept that this present is made from the same material as the gifts of other times, the desired artifact waiting to be opened on special occasions such as Christmas or birthdays. This also conveys the idea of sharing, and awakening a sense of wonder that was present when we were children. The imagery is inspired by craft artifacts and toys from Mexican and Latin American cultures, but in a way they also resemble a value that can be understood all around the world.”