NEW MARIAS

The modern Mexican candy shop.

New Marias is a platform to showcase Mexican talent. It joins craftsman of all sizes and gives the opportunity to show their products through a store that creates a closer link between producers and final consumers.

OBJECTIVES

Our main objective was to position and develop the identity of a traditional Mexican candy shop, with a modern and premium vision. This new concept would also empower and allow small, local and native producers a channel through which they could sell their high quality products to an audience they would other wise not have access to.

APPROACH

We analyzed Mexican eating habits to identify cultural consumer occasions and develop new innovative candy mixes. Based on these iconic occasions, we linked the mood and emotions of each moment to classic flavors and ingredients.

RESULTS

The brand’s tagline is “curaduría artesanal” or craftsman curating, which refers to a careful selection of undiscovered creative potential with the aim of creating trendy products that can instantly be positioned on the urban centers of Mexico.

Once the selection of the Mexican talents was done, our team created 7 different candy mixes that enhanced the consumer’s occasions with the best quality of the selected products.

• A day on the beach mixes dried seafood with lemon and spicy flavors.
• Movie night plays with the classic popcorn and a Mexican spicy twist.
• Grandma’s breakfast is a sweet selection of nuts and dried fruits.
• New year’s resolution brings a selection of legumes and dried fruits.
• Saturday afternoon is the perfect pairing of acid and spicy nuts for a beer.
• Tapas chill mixes Spanish ingredients with Mexican seeds.
• Saint Valentines combines red fruits with a sweet and spicy touch.

These mixes were part of a de-hydrated snack portfolio that besides creating the perfect mood pairing, offered a healthy choice and helped integrate better ingredients and habits in the consumer’s snacking lifestyle.