De La Calle

HEREStudiosbroughtmeinasleaddesigner,workingalongsidecreativedirectorSandyYang,tobuildDeLaCalle'sbrandidentityfromthegroundup.Thepitch:taketepache,aheritageMexicanrecipe,andbringitintothemodernworldofprobiotic,prebiotic,health-consciousbeverages.Webuiltoutthefullproductline,theB2Cwebsite,thefirstseveralmonthsofsocial,giftboxes,andmarketingmaterialsforsuppliersandlaunch.ThevisualdirectionpulledfromMexicanstreetdesign,luchalibreposters,brightMexicanarchitecture,loudcolorusedwithintention.Thehardpartwasn'tfindinginspiration,itwaswalkingthelinebetweeninspirationandappropriation,makingsurethebrandrespectedtherecipe'sculturalrootswhilestillspeakingtoaWestern,health-consciousaudience.ThedrinkslaunchedintoWholeFoodsandhealthfoodstoresnationwide,andthebrand'skeptthatmomentumsince.