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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.

Branding
Website
Packaging
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De La Calle Tepache cans styled with a plate of tacos and chips
De La Calle Tepache can beside a taco on a blue plate
Wide shot of a tiled counter with Tepache cans and a taco spread
De La Calle Tepache can lineup with fruit and ice on pink
De La Calle Frutas Naturales crate with Tepache cans on a floral tablecloth
Hand reaching into a crate of De La Calle Tepache cans
De La Calle website homepage shown on a laptop against the sky
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