Fuck Columbus

Fuck Columbus uses tongue-in-cheek humor to introduce bold new Peruvian products to the US market, inviting consumers to decolonize their palettes while also supporting South American farmers.

The Scope

Branding

Packaging Design

3D Modeling

Consumer Research

  • Ages 21–35

  • Urban dwellers

  • Aware of the impact of colonization and other societal ills

  • Eager to learn about new flavors, ingredients, and preparations

  • Seek out brands whose values align with their own

  • Politically active on social media

Logo Design

Increased demand for novel flavors

Consumers have a thirst for exciting, new-to-them ingredients.

Source: WGSN Proof of Growth: new spirit opportunities

Decolonization

Narrow, Eurocentric values are drawing increasing fire in favor of an embrace of diverse and historically marginalized cultures.

Source: WGSN Future Innovations 2022

Rise of healthy drinking

Millenials are drinking less, but paying more attention to what they drink, seeking out lower alcohol and all-natural options. 

Source: WGSN Millenial Drinking

Trends and market research

A Rebel with a cause

“I want to discover flavors from other cultures, but in a socially responsible way that honors heritage and supports local farmers and producers.”
Spiked Emoliente

A native peruvian drink brewed with medicianl herbs and spiked with pisco

Spiked Emoliente Cocktail Kit

A home kit to brew your own emoliente at home

Peruvian Toasted Corn

A classic peruvian bar snack

Structure Process and 3D Modeling

Packaging Design

All Projects

The Solution

Fuck Columbus introduces three exciting new products to North American shelves, introducing consumers to a rich culinary heritage they are not likely familiar with. The brand also offers socially conscious consumers the opportunity to economically empower South American farmers and connect to a shared sentiment of being a force for good in a postcolonial world.

Irreverent
Bold
Jester
Rebellious