Overview
For this project, I was tasked with creating packaging for a product meant for the World Design Capital. The WDC is a title awarded to a city that is recognized for its good use in design. This achievement is an important opportunity for the region's designers. It is used to improve their cities and inspire the people that live in them.
The title was jointly awarded to Tijuana and San Diego in 2024. This is significant because despite being from two separate countries, both cities are intertwined culturally. This title helped to better connect the two cities together, and to express the similarities between the two.
My Approach
Tijuana and San Diego are engrained in Mexican culture, and I wanted a product that would reflect that. After researching similarities between the two cities, I came across the abundance of street art that they both have.
I wanted something that could be useful for experienced street artists as well as new ones. I came up with a package made of cardboard that could be used for street art. You take the package where you want to make art, and each side can be ripped apart to be used as a stencil. This kit is meant to encourage everyone to create art and to inspire others with it.
Research
During my research, I found that street art is popular in San Diego and Tijuana. This form of art is especially important in Mexico. It was used to help reunify the country following the Mexican Revolution in the 1920’s. Today, it has had a huge impact on Mexico and the rest of the art world.
Though street art has some negative connotations, it is actually good for many reasons. This includes beautification, boosting tourism and economic development, touching on social commentary and awareness, and it increases community engagement.
Sketching & Inspiration
While searching for inspiration for the stencils, I came across Talavera tiles. These tiles are a popular Mexican art that is often seen in San Diego.
The stencils needed to resemble Talavera tiles, but also be effective as a stencil. I looked for popular designs that could easily translate into a stencil, and eventually landed on two patterns and four shapes.
Type & Patterns
For the type, I wanted something bold and fun that reflects the nature of the product. I chose Landa Black for its blocky and imperfect-like lettering. This makes the product feel inviting and less intimidating to newer artists.
The patterns and shapes are based on Talavera tiles. Typically, Talavera tiles are detailed and ornate. I had to find a way to simplify the design of the stencils while still making them reminiscent of Talavera tiles. Eventually I landed the the patterns seen below.
Process & Development
I decided against using permanent spray paint and instead used temporary chalk spray paint. I did this because some people associate negative connotations with street art. But with temporary paint, people would focus more on the art and less on the permanence of it.
I also did this to make the product more accessible to a wider range of consumers, and to make it easier to get a better look at the product.
The packaging needed to be easy to carry, so the handle is wide, and the package is small enough to be easy to carry, but still big enough for the stencils to be effective.
