Buena Vista Tortillas was launching a new line of tortillas to be marketed as a high‑quality premium product. They wanted to attract customers who value good quality tortillas, but also who wouldn't mind paying a little more for it. We approached this packaging with the tone of modern Mexico and being artistic with tradition in mind. After researching we found that in the small town of Coapan in Puebla, women dress in traditional Mexican dresses and have a tortilla challenge event. They make hand made tortillas in the traditional way and then race to sell the hot tortillas held in their dresses. The one who sells the most and the quickest wins. In the spirit of keeping tradition alive and fresh creative, we chose to use the name of this town for this brand and this story as our direction. The tortilla package showcases a traditional Mexican woman in vibrant and fresh Mexican colors. We used ornamental typography reminiscent of Mexican patterning. Our design captures the vibrant energy of the tortilla race and shows a modern enthusiasm for Mexican culture.
In the small town of Coapan in Puebla, women dress in traditional Mexican dresses and have a tortilla challenge event. They hand make tortillas and race with the tortillas held in their dresses. In the spirit of tradition, we named the line of tortillas Coapan. With the use of color and traditional Mexican patterning, the package design captures the vibrant energy of the tortilla race and shows a modern enthusiasm for Mexican culture.
Design & Illustration Cora Woodward | Creative Direction Cesar Sanchez