Jarritos is a popular brand of soft drink in Mexico, founded in 1950 by Don Francisco “El Güero” Hill and now owned by Novamex, a large independent bottling conglomerate based in Guadalajara, Jalisco, property of the Hill & ac. Co. It is also distributed in some areas of Mexico by the Pepsi Bottling Group and Cott.

Jarritos is made in fruit flavors and is more carbonated than popular soft drinks made in the United States or Canada. Many Jarritos varieties are naturally flavored. The word jarrito means “little jug” in Spanish and refers to the Mexican tradition of drinking water and other drinks in clay pottery jugs. Jarritos comes in 12.5 and 20-ounce glass and plastic as well as 1.5 liter bottles.


The goal for this project was to take a branded liquid and rebrand it. I wanted to choose this particular drink because of how well known it is but also because this has always been their brand and an update could do the brand some good.



Process work 

For my process, I started looking back at what made Jarritos the drink that it is. Its vibrant colors and bottle as well as its simple color pallet were the elements that I took from it. I wanted to create an updated version of that. I started with some characters that gave movement to the brand and continued my sketches from there. 




Moving forward with the characters, I researched symbols from the Americas that dated back thousands of years. With this research I pulled the eye style of the birds; the lid covering half the eye, as well as the side view of the birds.  



Final Look




A banner design that incorporates three flavors, the flavors are interchangeable and the banner has the ability to be used across many platforms.

New slogan: Sabor por todos, Flavor for all

The use of the characters is endless and they have the ability to be manipulated.

With the drawing style patterns like this create a lively feeling associated with drinking this drink. 

The use of the characters is endless and they have the ability to be manipulated.

A facebook page would be beneficial to them to not only promote their products but also to increase their social media presence. Links to their website and the ability to purchase items straight from their site would be valuable. 




With this new identity comes the new opportunity to purchase these sodas in a carrier of four. This packaging is using the banner design and has a lively appearance. 

Because public transportation is so popular, having their AD cover a bus would provide them with brand recognition. 

Using Format