The brand identity closely follows the one of Sabritas, the original product, with intentional changes that indicate the nature of the new product.
This project takes inspiration in Gabriel Orozco’s Oroxxo, a 2017 public installation that crates a dialogue to reflect on how we consume art, being somewhat an exclusive market, by placing the art inside a replica of a popular convenience store, being a space that is anything but elite. However, by being placed inside of a respected art gallery and presented as art, one must accept it as such.
In a similar way, Sobritas rises the question of the role that marketing plays in the products that we consume, and how we accept food with little to no nutritional value as a popular snack because it is targeted as such.
