Cultural collection · Concept to shelf
El Mejor País de Chile
A Chilean-themed plush collection built from local humour and memes, sold out in one week across 128+ retail stores.
Product DevelopmentThe task
Create a collection that Chileans would recognise as their own — not a generic souvenir range, but something that captures how the country actually talks and jokes about itself, and make it work commercially at national retail scale.
The outcome
The collection sold out within one week across 128+ retail stores and drove strong organic social engagement, including videos with over 33K views.
What I did
- Ran a deep cultural analysis of Chile and landed on comedy as its strongest shared trait — specifically memes and everyday phrases.
- Built a graphic universe from the most iconic Chilean expressions (“Si es chileno es bueno”, “Ojo al charqui”, “Más chileno que los porotos”) and used it as the visual language of the whole collection.
- Identified the products most tied to Fiestas Patrias and translated them into characters: completo, empanada, mote con huesillo, chácara de cueca, ají, porotos granados and trompo.
- Designed the characters, hangtags and packaging, then took them through sampling to factory-ready production.
- Designed the in-store exhibition: PDQ display, header, side panels and tray strips, with full production specs.
From shelf to social
The collection quickly became an organic social phenomenon, with customers and creators sharing the plush characters in-store and online during Chile’s Fiestas Patrias.
Organic customer-generated content
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