Preciado Pomade
Digital, Brand/Packaging 2022
Preciado Pomade was inspired by my grandfather whose last name was Preciado-Madrigal. The name always intrigued me because of the meaning; cherished. It felt necessary to use this name to represent my culture which I hold dear to me and cherish. I chose pomade as a product because of its cultural significance. The culture of greasers and pin-up girls of the retro era began with Chicano people and was appropriated by White-Americans. Preciado Pomade shifts the spotlight back to our people and commemorates our culture.
Creating Preciado Pomade pushed me to explore world-building, branding, and packaging design while discovering new typefaces and building physical sketches and prototypes. This project utilizes Illustrator, Photoshop, and the physical sketches were crafted with chipboard and sookwang tape.
Packaging
