Salix Fruits

Mundos

Art Director
Design Lead
Project Manager

Roles

Branding
Visual Identity
Package Design

Thinking

Challenge

Salix Fruits faced a significant challenge in the competitive citrus market, having previously sold their bagged citrus in generic packaging that failed to capture consumer attention or foster brand loyalty. This approach was a missed opportunity for brand differentiation in a market dominated by recognizable brands such as "Cuties" and "Halos." The task was to develop a compelling and unique visual identity for a new brand, "Mundos," that would convey a fun and playful vibe, thereby establishing a distinct brand presence, enhancing consumer engagement, and enabling Salix Fruits to compete effectively and capture a larger market share

Exploring the Vision

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Solution

As Art Director for the "Mundos" initiative at Salix Fruits, I guided the development of a brand identity that resonated with the name "Mundos," translating from Spanish as "the whole world," to signify our global market aspirations. Our creative journey involved extensive design explorations to capture a vibrant, eco-friendly aesthetic that appealed universally. Through iterative refinement and close collaboration with my team, we honed a vision that balanced innovation with cultural inclusivity, aligning perfectly with stakeholder expectations and establishing "Mundos" as a strong competitor on the international stage.