BAJO EL MAR
Design a line of frozen shrimp with a Mexican twist.
Bajo el Mar is a brand developed for Grupo Almos, one of the most important frozen seafood sellers in Mexico. This product was already on the market under another name and package. The company wanted to start selling its product in stores in newly gentrified hipster zones of Mexico City, Monterrey, and Guadalajara — and they knew they needed a new design for these discerning markets.
ROLEArt Director
Graphic Designer
Packaging Designer
NAMING & BRANDINGThe name Bajo en Mar (“under the sea”) is inspired by The Little Mermaid soundtrack. Mexican street vendors have a strong culture of appropriating North American pop-culture references and making them Mexican through jokes or double entendre. For the graphic design, I wanted to emulate the street vendors' lettering, colors, photographs, and language.
PACKAGINGI simplified and distinguished it by using big blocks of colors. I also made an oversized logo, with contrasting letters indicating the variety.
