La Once
La Once is a daily custom for many Chileans — a tea time, where they can eat snacks, drink coffee or tea, and spend precious time connecting with family and friends. This tradition represents the basic importance of creating a community, sharing thoughts and resources, and relaxation.
Chile has a rich history, with many artists, poets, and leaders emerging from the socialist movements of the 20th century. Communicating with family and friends over a cup of tea represents many of the ideals that are embodied by these movements.
“La Once” means “11” in Spanish. The tradition of La Once originated as a worker’s custom in which they would take breaks to drink an alcohol called “aguardiente” which has 11 letters. This time of rest and enjoyment for workers evolved into a daily tradition for many Chilean families.
AIGA Louisville 100 Show Winner (2023)
hand-lettered logo
main color palette
Process:
A refined mood board allowed me to focus on the specific piece of Chilean history that I was hoping to harness in this project. La Brigada Ramona Parra was a group of artists and muralists that emerged during the 70s as an expression of solidarity with oppressed people in Chile. The specific style of art that came about because of this movement has a particular use of bright colors, thick black outlines, and a sense of handmade creation. This inspired the hand lettered logo.
The competitive analysis showed many different examples of tea packaging, which showed lots of bright colors, illustrations, and influence from natural elements like plants and flowers. This was helpful to show how I could design something that would stand out among many different types of tea packaging.
refined mood board
sketches
Final Product:
The final design for La Once loose leaf tea packaging utilized an illustration of each flower/plant that is used in each type of tea: mint, yerba mate, and chamomile. This natural element in combination with the varying colors of the packaging allows for easy differentiation between flavors and has a more interesting and detailed appearance.
The final product creates a welcoming, comforting, and familiar tonality that embodies the basic ideals of the tradition of La Once. It is a community based brand that respectfully honors Chilean history and teaches consumers about a meaningful tradition of rest, relaxation, communication, and relationship building.