Citrus Springs Madrina's Package Design

While Citrus Springs Beverage Solutions was developing a Horchata beverage brand for the growing Hispanic market, they turned to Boston for creative for design help. What's Horchata? A traditional rice-based drink.

We began the creative process by conducting informal research to explore appropriate visual cues, including the So Cal lowrider culture, Aztec architecture and pottery, fashion trends, and other products and lifestyle areas relevant to the target audience. We then developed design concepts for the Madrina's brand, ranging from traditional to modern, ultimately arriving at a design that is a balance of both.

The white background on the can is inspired by the rice ingredient and also provides maximum shelf impact. The primitive rice band around the bottom is reminiscent of ancient Aztec architecture and pottery, while the brush stroke lends a modern flair. One of the challenges was creating a package design that worked well with the Madrina's logo that had already been created by the client.