EZ Bombs' seasoning packaging, a Mexican spice brand, lacked a layer of personalization capable of creating a connection with the audience and showing more of its values beyond the product itself.
Through in depth research, we developed four creative directions based on the culture of Mexican lotería, looking for elements that went beyond the common stereotype associated with the theme.
We paired each seasoning's flavor with the lotería card that best resonated with its cultural and emotional weight.
We linked flavors to culturally recognized figures, adding a second layer of narrative.
We explored a more direct direction, showing the main dish each seasoning elevates.
We merged the card and the seasoning into a single visual composition.
After exploring the four directions, we combined the segments that resonated most with each other and applied the palette already established in the brand's visual identity. The result is four pieces that work as visual descriptors alongside recipe cards, detachable and collectible, with potential to expand into a lotería set of the brand's own.
Beyond adding visual and cultural value to the product, the project creates a playful moment of interaction between brand and customer, strengthening community and building connections that go beyond the seasoning itself.
