This project focuses on the creation of a culturally expressive beverage brand inspired by the rich traditions of Mexico. The brief called for the development of a food or drink product closely tied to a specific region, while offering the opportunity to introduce it to a broader, global audience. Through research into Mexican consumer habits and cultural practices, one insight stood out: soda drinking in Mexico is not only widespread but also deeply integrated into everyday life and social connection. This provided the perfect foundation for a product that could represent local identity while capturing international curiosity.

The concept draws its inspiration from Día de los Muertos (Day of the Dead), one of Mexico’s most iconic and visually captivating celebrations. Rather than focusing on sorrow, this tradition honours life, memory, and joy through vibrant colours, expressive patterns, and meaningful symbolism. These elements directly shape the brand’s visual identity and storytelling. The name Calavera, meaning “skull” in Spanish, refers to the beautifully decorated sugar skulls that are a hallmark of the holiday — symbolic of remembrance, celebration, and artistic expression. By incorporating genuine cultural reference points, the brand becomes both visually striking and emotionally resonant.

At its heart, this brand aims to deliver more than refreshment — it strives to evoke happiness, energy, and a sense of shared celebration. This intention aligns with the true essence of the Day of the Dead: embracing positivity, honouring heritage, and appreciating life’s simple pleasures. With an expressive and youthful personality, the brand is enthusiastic, outgoing, and full of colour. Every can encourages consumers to join in a vibrant moment of festivity, transforming an ordinary beverage into a lively cultural experience. Through bold design, unique flavour, and strong cultural storytelling, Calavera introduces a beloved part of Mexican lifestyle to the world, inviting everyone to take part in the celebration.