Cardenas Markets Lotería

Cardenas Markets, is a Hispanic grocery chain operating 60 stores in California, Nevada, and Arizona. They run the Cardenas Markets Lotería sweepstakes that includes a large cash prize. Shoppers can get scratcher cards by buying specific products in-store. These cards reveal codes and sometimes instant-win prizes. Customers can enter their code online for a chance to win electronics and household goods or qualify for the final game of mexican lotería. I had the opportunity to direct the campaign, adding lively hispanic imagery to the branding for the sweepstakes.

Project details:
Creative + Art Direction by Adrian Gamboa
Design by Adrian Gamboa
Scope: Identity Design, Key Art, Layouts and Collateral, Print + Digital Design, Web Design
Cardenas Markets Loteria | Logo
Cardenas Markets Loteria Logo
Cardenas Markets Loteria | Logo
Cardenas Markets Loteria | Logo
Cardenas Markets Loteria | Logo Rebrand
Cardenas Markets Loteria | Logo Redesign
The logo used for the sweepstakes in previous years felt outdated and busy. Too many fonts were used that did not work well together. This called for new branding around the campaign. With familiarity around the Cardenas Markets brand, it made sense to create something that did not feel like a complete departure from the Hispanic grocer’s core brand and identity. The new logo was meant to look like a movie title treatment, grabbing inspiration from Disney’s Encanto and Coco as well as perforated paper (papel picado) patterns, which communicated Hispanic culture immediately.
Moodboard
Cardenas Markets Loteria | Moodboard
The branding for Cardenas markets Lotería was meant to capture the vibrant essence of Mexican culture. It aimed to evoke excitement among customers, align with the existing brand, and exude a modern, fun, and Hispanic feel. Lotería, a traditional game like bingo, features images on cards that represent various aspects of Hispanic culture. While each image has a name and number, the latter is typically disregarded during game play. This beloved game celebrates Hispanic culture through its images of objects, characters, and more.
Cardenas Markets Loteria | Color Palette
Graphic Elements
Cardenas Markets Loteria | Type Elements
Cardenas Markets Loteria | Design Elements
Key Art
Cardenas Markets Loteria | Hero Female
Cardenas Markets Loteria | Hero Male
Cardenas Markets Loteria | Scratcher
Sweepstakes Scratchers
Cardenas Markets Loteria | Scratcher Front
Cardenas Markets Loteria | Scratcher Back
In-store Ceiling Banners
Cardenas Markets Loteria | In-Store Ceiling Banners
Cardenas Markets Loteria | In-Store Ceiling Banners
In-store Signage
Cardenas Markets Loteria | Point of Sale Materials
Cardenas Markets Loteria | In-Store Signs
Participating Product Tags
Cardenas Markets Loteria | In-Store Price Tags
Digital Assets
Cardenas Markets Loteria | Social Media 3
Cardenas Markets Loteria | Social Media 2
Cardenas Markets Loteria | Promo Art
Cardenas Markets Loteria | Social Media
Cardenas Markets Loteria | Social Media Examples
Submission Website User Interface
Cardenas Markets Loteria Sweepstakes Online User Interface
Cardenas Markets Loteria | User Interface Example 7
Cardenas Markets Loteria | User Interface Example 6
Cardenas Markets Loteria | User Interface Example 5
Cardenas Markets Loteria | User Interface Example 4
Cardenas Markets Loteria | User Interface Example 3
Cardenas Markets Loteria | User Interface Example 2
Cardenas Markets Loteria | User Interface Example
Team Member Shirts + Buttons
Cardenas Markets Loteria T-Shirts
Cardenas Markets Loteria Button Pins

*The projects displayed on this portfolio web page were created during my employment/contract work with Cardenas Markets. All rights to the work shown, including copyrights and trademarks, are owned by their respective owners. The purpose of showcasing these projects is solely to demonstrate my role and contributions as a designer and/or art director.