Sabor de México
BRAND STRATEGY • PRINT MEDIA• DIGITAL MARKETING • INSTALLATION
Sabor de México is an annual cultural celebration held at the Taste of Melrose Park (Melrose Park, IL). Representing various vibrant characteristics of the Mexican narrative, Sabor de México is a welcoming experience that offers artisan crafts from Mexico, traditional street food, and impressive musical performances.
Challenge: Previous marketing material for the event did not incorporate vibrant cultural aspects into the design. The organizers of the event also wanted the branding material to create the impression that this event was a grand festival.
Solution: We used inspiration from Pueblo Magicos (Magical Towns) in Mexico that highlights the country’s most beautiful architecture and landscapes. We wanted guests to momentarily feel that they were entering an endearing space that reflects the liveliness of México.
Pueblo Magicos is a series of towns around the country (Mexico) that offer visitors a "magical" experience – by reason of their natural beauty, cultural richness, traditions, folklore, historical relevance, cuisine, art crafts, and great hospitality.
Art Director, Designer: Alexandra Castro | Designer (Arches), Photographer: Paul Alvarado
INDUSTRY | Entertainment + Nonprofit
Activation
The arches that are placed at the entrance of the festival represent a different theme each year. For the 2019 design, the arches were inspired by the Callejón de los Sapos, an alleyway in Puebla, Mexico popularized by its transformation into a market with artisan goods. Featured below is a mood board that showcases images and elements that influenced the final design of the arches.
