Clamato
Packaging Design / Brand Identity
Protecting cultural heritage while modernizing a 50-year-old icon.
Clamato is the non-negotiable anchor of the Michelada ritual, a deeply cultural, community-rooted tradition for Mexican American consumers. The existing packaging identified the product without signaling its role, missing the occasion energy and cultural pride that make Clamato irreplaceable at the kickback.
The challenge was modernizing without alienating, building a system with strong shelf distinction across SKUs, clearer Michelada usage signals, and a design world that honored "El Original" as a badge of authenticity rather than just a tagline.
The refreshed packaging leads with a bolder, more vibrant color palette that commands attention at shelf. The logo is scaled up dramatically on the label, turning the wordmark itself into a shelf-stopper. A rimmed Michelada glass anchors the front panel, making the usage occasion impossible to miss. Handcrafted flavor illustrations inspired by Mexican folk art and architectural ornamentation round out the visual system as a flexible secondary layer, built to extend across OOH, events, and future applications with the same cultural richness and energy.
Client: Clamato / Mott’s
Agency: Deutsch
Role: Visual Direction, Packaging Design