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
Check out our socials
Lorem ipsum dolor sit amet, consectetur adipiscing elit Lorem ipsum dolor sit amet, consectetur adipiscing elit
The latest packaging projects
London Packaging Week smashes attendance record with 16% growth in 2026
A record 6,688 unique visitors attended London Packaging Week 2026, as more than 230 exhibitors and over 110 speakers helped deliver the biggest edition in the event’s history.
Prada, Jack Daniel’s, Heinz and Hotel Chocolat among London Packaging Week Innovation Awards winners
From Formula 1-inspired luxury engineering and interactive launch packs to everyday usability and recyclable flexible packaging, the 2026 London Packaging Week Innovation Awards reveal how brands are turning packaging into a source of practical, commercial and consumer value.