Bacardí Legacy México Cocktail Competition
Apapacho Cocktail 2020
Graphic ID & Content strategy
Graphic ID & Content strategy
As a designer at Limantour Bar one of my greatest prides is helping design the family's competing bartenders, this time it was a great honor and challenge when Raquel Ramos as a finalist for Bacardi Legacy Mexico 2020 gave to me the task of designing an identity and creative strategy for her finalist cocktail.
"Apapacho" is an Aztec Nahuatl word that means “hugging with the soul" the cocktail represents the different types of love and its representation in the cocoa, cordial and Bacardi Carta Blanca.
I started by designing an identity and a color palette that fits that concept, it also represents elements of mexicanity and a strategy to represent the thousand and one ways in which we give these gestures of sweet and strong love.
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I designed a special edition bottle, postcards, pins, illustrations, a ready to drink, guerrilla on the street and the more the project advanced, the more talent joined the team, with a great photographer and the best printing press of México, as well as the collaboration with Rocio Chocolates, we ended up creating a campaign that showed the strength of doing projects and challenges with love and passion.
Although Apapacho ended up in second place on Bacardi Legacy México 2020,
it is a project that makes all of us who collaborate in it proud.
Design / Creative Strategy / Art Direction: Diego León aka "El Chico León"
Photography: Sanda Mosqueda
Food & chocolate recipe: Rocio Chocolates & Gabriela Rentería
Press: Lazaro Taller
it is a project that makes all of us who collaborate in it proud.
Design / Creative Strategy / Art Direction: Diego León aka "El Chico León"
Photography: Sanda Mosqueda
Food & chocolate recipe: Rocio Chocolates & Gabriela Rentería
Press: Lazaro Taller
The first step was to create an identity & color palette with strong contrast in vibrant colors to represent the kinds of love from sweet and romantic to strong and melancholic, the idea of making appropriation of the iconic Bacardí bottle & the heritage elements of the brand alongside with a elegant typeface created a beautiful balance.
in the second stage we made a universe around the brand and look for ways in which the cocktail can live outside the bar among them: A ready to drink bottled, containers for the ingredients that make up the recipe such as coconut liquor and cocoa cordial
Finally with the graphic elements we implemented a guerrilla campaign, an instagram
for the communication of guest bartendings and giveaways like pins, postcards and letters.
for the communication of guest bartendings and giveaways like pins, postcards and letters.
