DE SIVAR
Frozen food packaging
USER INSIGHT
Food is deeply tied to memory and identity. For people living abroad, traditional dishes become a way to reconnect with home and ease homesickness. At the same time, tourists who visit a country often want to bring back a meaningful souvenir for their families, and local gastronomy is one of the most authentic gifts they can share. This dual perspective highlights the emotional and cultural value of food packaging.
CONCEPT
The project explores how packaging can serve as both a functional container and a symbolic souvenir. By combining cultural elements with modern design, the concept positions food as an emotional bridge, something that carries not only flavor, but also memories and a sense of belonging.
To guide this vision, I created two moodboards: the first draws from El Salvador’s beaches, colorful towns, and traditions, capturing the cultural essence; the second focuses on international packaging references that inspired the structure, typography, and visual style. Together, they informed a design that balances cultural storytelling with modern aesthetics.
DESIGN
I created a packaging system with a clean and contemporary look infused with subtle cultural references. Typography, color, and visual patterns were chosen to evoke warmth and authenticity, while the structure makes it easy to transport abroad. The design ensures that each package feels like more than just a product, it becomes a keepsake of gastronomy and culture.
Each variation was also inspired by the context where the food is most often enjoyed: pupusas as a national dish found everywhere, pastelitos tied to colorful small towns like Ataco where they are sold in the streets, and riguas connected to rural, traditional settings. These details root the design in Salvadoran culture while keeping it modern and export-ready.
