← Selected Work
Cajeta de la Lira
Artisan Caramel , Heritage Brand
Year
2023
Context
A family recipe brought from a small Mexican kitchen to a wider audience, without losing the hand that stirred the pot.
Creative Direction
Tell a story of inheritance, of taste passed from mother to daughter, without leaning on nostalgia for its own sake.
Approach
We wrote in fragments, the way memory works. Spanish and English shared the same sentence sometimes. The copy moved slowly, the way cajeta does on the spoon.
Selected Copy
“Stirred slowly. Spoken softly.”
“From her kitchen. Now in yours.”
“A spoonful of where we come from.”
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