Mexico – As consumers swap sugary sodas for healthier alternatives, drinks brand Bawi is updating classic Mexican beverages for health-conscious clientele.
One of Bawi’s key goals is to modernise aguas frescas – sparkling, non-alcoholic beverages that are popular in the country. To this end, the company has released three naturally sweetened drinks with Latin-inspired flavours like pineapple, lime and passionfruit.
While Bawi seeks to modernise Mexico's traditional drink, it didn't want to lose sight of its historical roots. As such, it has enlisted agency The Working Assembly to create a vibrant visual identity that draws from Mexican street art and fruit stands. A traditional card game called Lotería, which has a vintage, watercolour aesthetic, has also informed the packaging.
As companies across the world reclaim historic dishes and products, Bawi is demonstrating how vibrant branding can elevate global cuisine. ‘I've always noticed inauthentic Mexican branded CPG products that poorly represented the diversity that Mexican cuisine offers,’ explains Victor Guardiola, co-founder of Bawi.
Food and drink companies should consider collaborating with smaller producers or local creatives to celebrate historic dishes and overlooked foods in ways that are sensitive and authentic