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Lala Mexico Sabe Illustration

Lala Mexico Sabe Illustration

In the heart of Mexico, Mexico’s rich cultural tapestry comes to life on the Special Edition Lala milk cartons honoring Mexico’s main regions. “Lala México Sabe” edition (a wordplay in Spanish where “Mexico knows” or “Mexico tastes as”) is inspired by the vibrant traditions of Mexico.

Each variation illustration features:

Central Mexico – Whole Milk. A typical central China Poblana female dress surrounded by representative elements of the central valleys of Mexico. A depiction of the majestic Pyramid of the Sun in Teotihuacan, the typical Xochimilco lake in Mexico City with the folkloric trajineras, the Volcanoes Popo and Ixtla, and the ancestral Aztec dancers that are part of the local heritage. The scene is completed with local endemic fauna such as the royal eagle holding a snake (in clear reference to Mexico’s national symbol), the axolotl, and the cacomixtle.

West Mexico – Lactose-Free Milk. The regions of Jalisco, Michoacán, Sinaloa, and Colima. The iconic Mariachi and the jarabe tapatío depicted by the 2 main central characters are framed by The Colima Peak Volcano, the Janitzio Lake, and its famous fishermen. Local traditions such as the Viejitos dance and the Paracho guitars pay homage to the cultural richness of this region. The natural fauna is depicted by the monarch butterflies, the sailfish on the Pacific coast, and the palenque roosters with the local flora such as the tequila agave and flower of the dead: the vibrant cempazuchitl.

Northern Mexico – Fat-free Milk. Represented mainly by northern cultures with the Deer Dancer and the Tarahumara runners. The arid desert contrasts with Mexico’s fantastic Pacific Ocean scenes. The Monterrey Cathedral honors Mexico’s largest industrial city, and the Chepe Train runs through the largest states in the country. The Cerro de la Silla from Monterrey and the magnificent Los Cabos natural formations are where you can find the gray whales in winter. The typical desert fauna, such as the Mexican coyote, the scorpion, and the hawk, help represent the hidden richness of this area, and a subtle cow reminding us about Lala’s origin in the desertic La Laguna valley.

Billboard Effect:
When these panels come together on the shelf, they create a captivating billboard effect, telling a visual story of Mexico’s cultural diversity. The seamless flow from Central Mexico’s ancient roots, through the lively traditions of West Mexico, to the tranquil beauty of the Pacific Coast captures the essence of our country in every drop of our milk.
Brand Integration:
Our dairy brand’s logo is elegantly placed at the top, ensuring a major brand impact while harmonizing with the regional illustrations.

With this special edition Mexican Milk Collection, we aim to bring the richness of Mexico’s folklore and art into Mexican’s daily life. The design celebrates cultural diversity by honoring the traditions that make Mexico truly unique.

CREDIT

  • Agency/Creative: De León Profesionales
  • Article Title: Lala Mexico Sabe Illustration
  • Organisation/Entity: Agency
  • Project Type: Packaging
  • Project Status: Published
  • Agency/Creative Country: Mexico
  • Agency/Creative City: Mexico City
  • Market Region: North America
  • Project Deliverables: Illustration
  • Format: Bottle
  • Industry: Food/Beverage
  • Keywords: WBDS Agency Design Awards 2023/24

  • Credits:
    Art director: Lázaro Reyes
    Design Director: Víctor Hernández
    CEO: Javier De León
    Director: F. Javier De León
    Illustrator: Tonatiuh Rocha

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