How to Design Authentic Cultural Packaging Without Getting Canceled
Designing for culture? One wrong move, and you're the next Dragon’s Den disaster.
Just ask Simu Liu and that viral boba tea backlash, this space is high-stakes, and most brands have no clue where the line is.
Get it wrong, and your product becomes a TikTok takedown. But get it right, and you’ve got a brand that resonates across aisles, feeds nostalgia, and drives conversion before anyone’s even read your label.
That’s the tightrope Victor Guardiola, co-founder of Bawi Agua Fresca, walks and in this episode of Packaging Unboxd, he teaches you how not to fall off.
First, you’ll learn why diverse design teams aren't just a moral checkbox they’re a strategic advantage. Victor’s story kicks off with a big, bold NOPE to a design agency whose idea of “Mexican-inspired” looked more like spring break in Cancun.
The takeaway? If your design team doesn’t understand the culture, your packaging’s going to look like a stereotype wearing a sombrero. Find creatives who live the culture. That’s lesson one.
Then we move into the gritty reality of launching physical product testing, polling, refining. Victor breaks down how he turned his Instagram feed into a live focus group, leveraging A/B visuals and consumer data to refine Bawi’s look. The big gem here? You don’t need fancy tools. You need scrappy testing and real feedback. This isn’t about designing what you like it’s about what moves off the shelf when you’re not in the room.
But here’s the kicker, the piece you’re going to think about all week: designing cultural packaging isn’t about looking the part it’s about being seen by the people who made that culture matter in the first place. Victor lays out how Bawi was crafted to be legible and lovable to both Hispanic and non-Hispanic consumers. It’s high-contrast, fruit-forward, and culturally rich without needing to explain itself. The goal isn’t to educate everyone. It’s to connect with everyone, and that’s the real design challenge.
If you're building a brand rooted in your heritage, or designing packaging that touches cultural stories, this episode isn't optional it’s essential. And if you still think "La Piña" is just another flavor? You're not ready for retail.
