BRANDING / PACKAGING
PATRONAS
2024 Applied Arts Student Awards, Winner for Entire Design Program
2024 DesCan Salazar Awards, Honourable Mention for Print Design
2024 RGD Student Awards, Honourable Mention for Colour Design
2024 Arts Thread, Global Creative Finalist
ACCOLADES
Inspired by the remarkable work of Las Patronas, a group of dedicated women in Mexico providing food and support to migrants on the deadly journey aboard La Bestia.
Comes the creation of Patronas, a fictional Vancouver-based sub-brand on a mission to bring the delectable flavours of classic Mexican dishes to the Canadian market. Beyond being a culinary adventure, Patronas serves as a platform to raise awareness and support for those courageously navigating the journey of La Bestia.
Patronas' visual identity pays homage to 1950s vintage train tickets, encapsulating the essence of this iconic journey.
Vibrant colours and a subtle vintage aesthetic mirror the vibrancy and boldness of Mexican culture and street food. The dynamic colour palette symbolizes the rich flavours within Mexican cuisines and the lively spirit of Mexican culture. Comes the creation of Patronas, a Vancouver-based sub-brand on a mission to bring the delectable flavours of classic Mexican dishes to the Canadian market. Beyond being a culinary adventure, Patronas serves as a platform to raise awareness and support for those courageously navigating the journey of La Bestia.
Continuing the vibrant visual expression, the distinctive typography elicits a nostalgic ambiance, infusing the identity with an additional sense of vintage vitality and playfulness.
To unify the visual identity, a lively illustrative pattern, inspired by Mexican street art and the liberating journeys migrants aspire to on La Bestia, is introduced. Particularly in specific elements, the overlapping use of this pattern creates a deeper narrative and a humanistic touch, embodying the idea of being perfectly imperfect, much like the resilient women of Las Patronas who print the design themselves.
At the core of Patronas is the art of storytelling. Through captivating photography, the brand aims to breathe life into the powerful narratives of those journeying on the train. These visuals serve not merely as snapshots but as windows connecting the Canadian audience to the profound stories behind the brand.
When customers open a Patronas box, it's not just about revealing delicious food; it's about uncovering stories.
The packaging design goes beyond just a meal; it puts a spotlight on the experiences and hardships encountered by migrants travelling on the dangerous journey of La Bestia. This is done by each box including additional details about Patrona's story and the people travelling on La Bestia on the sides of the boxes, fostering a deeper connection between the brand and its customers. The packaging is then accompanied by a postcard guiding people on how to fully enjoy the meal. Ultimately promoting empathy and engagement as customers savour each bite.
