Context
At Picnic Festival, Lizano introduced Licheladas, a gastronomic innovation that combines Salsa Lizano with beer, lime, and spices to create a new flavor experience.
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The initiative aimed to connect the brand with younger audiences by presenting a different and contemporary use of the product.
Challenge
The challenge was to encourage attendees to discover, try and remember the Lichelada recipe, motivating them to recreate it later on their own.
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Additionally, due to brand regulations, Lizano could not sell alcohol directly during the festival.
Solution
An interactive brand experience space was designed where attendees could learn and prepare their own Lichelada using drinks purchased within the festival.
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The experience combined social interaction, playful dynamics and brand elements to position the recipe within the festival culture.
Role
Experience design, visual design & creative coordination
Experience
Experience space designed to introduce Licheladas within Picnic Festival.
Interaction
Interactive games designed to teach the Lichelada recipe in a playful way.
Promotionals:
Interactive games designed to teach the Lichelada recipe in a playful way.
Staff
Staff uniforms designed to reinforce the visual identity of the experience.
Outcome
The experience introduced Licheladas to younger audiences at Picnic Festival, positioning the recipe as a new way to enjoy Salsa Lizano in social settings.