Loosey-Goosey

Today Enrike Puerto and his team are going to tell you from the beginning to the end what a bad day is.

Bad days are those where everything feels more nostalgic. When you don't crave your favorite breakfast and when your lower back hurts from so much stress. Those days where you just want time to pass faster so you can get home to be all Loosey-Goosey and pamper yourself as only you know: eating something you love, something delicious, light, and fluffy. Not only eating it but also being able to prepare it easily and simply, just like magic. These are the baking powders that magically ended a bad day.

Like most tales, baking powder brands tell stories from beginning to end; but ultimately you have to read to all info to get the whole idea. This inspired the creative team to create a structure where the main illustration on the packaging managed to tell that. Using that as a metaphor for learning step by step, like a recipe. The illustrations are always split conceptually into two elements, the first is about emotions, and the second is about feelings; those define and differentiate their ingredients.

Additional Credits 3D Rendering & Post Production: Adrià Tañà Art direction, Concept & Branding: Enrike Puerto Copywriting by Nublado Illustration: Enrike Puerto