Ah, to be a kid again — uninhibited and happily playing make believe. Futura utilized this idea for the branding and packaging for Subisú, an ice cream and popsicles brand.

“The graphic concept is inspired on the naivety of children, when they still believe in impossible things. We designed an icon based on these fantasies. The name is a combination of two ideas, on one hand, it was inspired on a sweet French song that repeats ‘Bisou Bisou,’ and on the other hand, it’s also a game of the word ‘subibaja’ (seesaw), where our main character plays with a balloon.”

Subisú appears fun, playful, and light. Pastel colors combine with varying graphics to give a feeling of youthful energy. While the design is relatively uncluttered, it remains unique and out-of-the-ordinary. Text circles around the front of the packaging, open space allows the imagination to run wild, and product tags almost look like tickets, making the treats from Subisú seem even more special.

“The combination of texture, colors and materials tell the story of a handmade Mexican product. Subisú, a brand inspired on children cravings that last forever.”


Designed by: Futura

Country: Mexico

City: Mexico City