La Mexicanita its a brand of Mexican products for the Brazilian market. Starting as home-made products the brand has grown enough to begin to expand and retail in local supermarkets. This is the reason why they knew a whole brand system was needed to communicate consistency along the whole range of products, that could also aloud them to expand in the future.
The brand needed to communicate ONE important idea: This products are 100% Mexican, created by a Mexican family in a traditional way. The whole system was created around traditional "papel picado" decorations used in every national Mexican holiday, these are made by cutting colored tissue paper and attaching to strings all across the city. The traditional shapes of these diecuts inspired the brand.
