OBJECTIVE
Create a premium ice cream line using bold storytelling and packaging to stand out against national brands.
A class sponsored project.
PACKAGING
BRANDING
COPYWRITING
MERCHANDISE
services
papaqui: rejoice
Papaqui (pahpa:ki), the nahuatl word for rejoice and celebration, carries with it the ancient tradition of ice cream in Mexico.
During the spring equinox, the Aztecs in MesoAmerica would have ice captured from surrounding volcanos to be mixed with fruits to celebrate the turning of the seasons. This is now known as nieve de garrafa.
To compete with national brands, the packaging establishes a bold, culturally rich visual identity that immediately stands apart on shelf.
Drawing inspiration from vibrant Mexican hand-lettering and intentionally imperfect illustrations, the design feels expressive, lively, and rooted in tradition. It honors the origins and evolution of ice cream in the region while presenting it through a contemporary lens that appeals to modern consumers.
The result is packaging that visually captures the energy and explosive flavors of nieve de garrafa, transforming cultural authenticity into a competitive brand advantage.
