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
The logo used for the sweepstakes in previous years felt outdated and busy.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
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.
Graphic Elements
Key Art
Sweepstakes Scratchers
In-store Ceiling Banners
In-store Signage
Participating Product Tags
Digital Assets
Submission Website User Interface
Team Member Shirts + Buttons

*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.