Problem:
Mexicans often face racism, even in their own country.
Brief:
Victoria, the self-proclaimed "mestiza" (mixed-race) beer, is on a mission to ignite pride in Mexicans for their heritage and the color of their skin.
Idea:
We created the first ever Chingón (badass) Pantone color palette, featuring the skin tones of iconic Mexicans such as El Santo, Frida Kahlo, Alejandro González Iñárritu, and more.
Now, every Mexican can find a shade that mirrors their skin, take pride in the incredible accomplishments of individuals who share their appearance, and be inspired to leave a mark of their own.
