Moises Visuals Doesn't Let Mexico's Packaging Rules Hold Sobre Masa's Design Back

• In Mexico, packaging is subject to front-of-box label requirements and is prohibited from using things like cartoony mascots.
• Moisés Visuals’ first packaging iteration for Sobre Masa didn’t comply with Mexico’s requirements, so they needed a new version. Despite ditching the cartoony churros, Sobre Masa’s box still met its goals with charming branding and strong shelf presence.

Sobre Masa is a Mexican brand of frozen churros, and its name plays on the Mexican phrase “sobre mesa,” which literally translates to “over the table.” It describes the act of lingering after a meal to have coffee and chat. And “masa” means dough, a reference to churros.

Originally, the front of Sobre Masa’s box featured cartoon churros sitting at a table, enjoying a post-meal coffee with the tagline, “Cuando la plática segue,” which translates to “when the conversation continues.” The packaging, by Moisés Visuals, was fun and eye-catching, with a blue-and-yellow color palette and large graphic blocks that created a strong shelf presence. The combination of cartoon illustrations, big type, and a churro script struck the right note of maximal design.