Design Case Study | Hi Estudio – Robel
In each small town in Mexico different stories, tales and anecdotes are told. The inspiration for this project was born from a legend, they say that its inhabitants sat under a tree to watch the rain, it is said that under that tree a large oak was buried a pet (a dog) and its owner they magically turned the rain into gin, for the townspeople.
Tell us a bit about the brand – its heritage, its story.
In each small town in Mexico different stories, tales and anecdotes are told. The inspiration for this project was born from a legend, they say that its inhabitants sat under a tree to watch the rain, it is said that under that tree a large oak was buried a pet (a dog) and its owner they magically turned the rain into gin, for the townspeople.
What is innovative or unique about this pack?
By telling a legend through the label, we intend for the public to generate their own story by observing the final product, a product that makes them to imagine and question.
What technical challenges did you have to overcome to manufacture this pack?
We were challenged with placing too many graphic elements in a balanced way without reaching saturation. We also wanted to ensure we were conveying the right message to the right audience as well as, mixing materials and finishes to generate packaging with high technical and theoretical quality standards.
What reactions have you had from your consumers?
We have received good reactions from the public, many interpretations of the label and several stories have been generated around it, indicating that our plan behind communicating to our audience through the label had worked effectively.
AGENCY: Hi! Estudio
LAUNCH DATE: FEBRUARY 2022
PLACE: MEXICO
PRODUCERS: PAPER: AVERY DENNISON, BOTTLE: SAVER GLASS, FOIL: KURZ, PRINTERS: EUROSTAMPA
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