THE THREE VIRTUES
The Three Virtues is a set of packaging inspired from the virtues temperance, transcendence, and justice. The set includes a seltzer, salsa, and pan de muerto. These choices were inspired from Hispanic culture, including bold colors, interactive elements, and meaningful connections.
THE ABOUT
The Three Virtues is about brining the virtues themselves to life within the products and the packaging. The packaging is inspired from the logos created for them, which are inspired from luchadores. Luchadores have the attributes of all 3 virtues, therefore each mask was given its own attribute to create a connection to the word.
Temperance is paired with a cactus, to represent the perseverance that this plant has to live given its impossible environment, just as temperance in a person is the perseverance to maintain a healthy relationship to alcohol. Despite how difficult it could be
Justice is paired with the bull. The bull represents justice based off of the history of mistreatment of bulls. Being the mighty animal they are, they deserve the justice of being treated kindly.
Transcendence is paired with a sugar skull. Transcendence is defined as an experience beyond the normal level, and the sugar skull is typically used in The Day of The Dead. Which is known to be an experience where there living are meaningfully connecting with their passed loved ones, therefore it represents the meaning of transcendence beautifully.
THE CONCEPT
The concept for the packaging is based off of the interactiveness of the typography and the ingredients within the food. This represents the connection the virtues and the food products have between each other, in a dynamic way. This is done by overlapping the illustrations with the typography.
THE RESEARCH
The research done for this was mainly in the choosing of the products. Each product has a connection to the virtue and the logo.
The seltzer is paired with temperance to symbolize having a healthy relationship with alcohol, the virtue is essentially fighting that and bringing awareness to that narrative.
The salsa jar is paired with justice because the ingredients within it are 100% natural and are doing a justice to anyones well being.
The pan de muerto is paired with transcendence because on The Day of the Dead that is the famous bread that is used during this holiday.