Lecoq
We needed to create the identity and packaging for a brand of energy drinks based on coca leaves, which, however, would be closer to the ancestral tradition of the ancient Andean peoples than to a Red Bull.
We drew inspiration from the fortune-telling performed by Peruvian shamans with coca leaves: they hold three leaves in their hands while invoking the spirits of the earth. The solution for the packaging layout emerged from the shape of these three overlapping leaves. Intense colors were used to reflect both Andean culture and the energy that the drink provides.
In Peru, it is very common for a foreigner visiting a high-altitude Andean village to be welcomed with coca tea. The brand aims to modernize that custom a
FIBRA
BRANDING & PACKAGING @
@fibra_branding
STUDIO: FIBRA BRANDING
IG: @fibra_branding
CREATIVE & ART DIRECTION: Andrea Gálvez
GRAPHIC DESIGN: Daniela Barrio de Mendoza
3D: Oscar Gomez
