2024
ROLE
Brand & Graphic Designer
TIMELINE
3 Weeks
Project Overview
Guavita is a conceptual skincare and beauty brand that blends Mexican heritage with natural ingredients, centered around guava. My role was to create its brand identity and packaging.
FINDINGS
Conducting online research
85%
of U.S. Hispanics say they appreciate businesses that speak to them in Spanish.
87%
feel that businesses that make a genuine effort to invest in their communities deserve their loyalty.
64%
of Hispanic consumers search for brands that 'acknowledge their culture and unique traditions.’
FINDINGS
Here's what I learned…
Evoke
Nostalgia
Hispanic consumers are drawn to brands that evoke a sense of nostalgia and familiarity.
Natural Ingredients
Hispanic consumers look for simple, recognizable, and natural ingredients that are easy to understand.
Feeling Celebrated
Many hispanics feel celebrated when beauty brands resonate with their identity or culture.
FINDINGS
Some background
Papel Picado = "Punched Paper," a traditional Mexican craft
Guavas = originated from southern Mexico
DESIGN
I aimed to reflect Guavita's essence and voice through its logo—here’s a breakdown of my process:
Papel Picado
The Papel Picado motif embodies traditional Mexican craftsmanship and symbolizes celebration and cultural heritage.
Guava
Guavita’s signature ingredient, the pink guava, is known for its natural, skin-nourishing properties and vibrant essence.
Sun & Nature
Symbolizing the sun and nature, this reflects the brand’s vibrant energy, warmth, and commitment to natural ingredients.
DESIGN
After finalizing the brand's logo and visual identity, I mocked up the designs on various products and materials to bring the brand to life.
