Logo María Martínez María Martínez
ES ← Graphic Design
Packaging · Project

Salirse de Madre — Low Cost, High Impact Packaging

Packaging design for Salirse de Madre, streetwear with a mother's soul. Maximum impact at minimal cost: a box made to end up on Instagram before it's even opened.

Area
  • Packaging Design
  • Copywriting
  • Low Cost Production
  • Applied Identity
illo, te ha
llegado algo.
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Fuchsia
Turquoise
Lime
Mint
Lilac

The Brand

"Salirse de madre" (going wild) is a state of mind. It means accepting that life with kids is a wonderful chaos, seeking laughter instead of perfection. Their garments —sweatshirts and t-shirts— are an explosion of energy with highly vibrant, fresh, and saturated colors.

They speak their children's language: "Illo bro", "Six seven", "Modo prime", "So much bonita", "So much favorite". It is the contrast between being a mother and staying connected to today's world.

Low cost production constraints
High impact perceived quality goal
Instagram ultimate unboxing goal
1 target modern, chaotic mother

The Challenge & Target

The Challenge

High perceived quality at a low production cost. No silk boxes or magnetic closures: just an epic quote on a standard cardboard box. Make the customer want to photograph it for Instagram before opening it.

Target Audience

A modern, chaotic mother after exclusive, high-end garments with personality. The packaging speaks her language —close and cheeky— but with a presence that justifies the price.

Project Deliverables

The brief requested four blocks:
1. Core packaging: box, mailers and materials with the identity applied.
2. Low-cost details: a cheeky card, sticker, tissue paper and tags that elevate the unboxing without driving up cost.
3. Copywriting: youthful slang for the exterior and interior.
4. Budget: realistic feasibility —unit cost, MOQs and scaling.

Process

01

Brand Analysis & Tone

Streetwear with a mother's soul: saturated aesthetics and slang borrowed from her kids ("Illo bro", "Modo prime"). The packaging holds that tension —serious in quality, cheeky in attitude— under one concept: "Opening this is the best part of the day."

02

Three-Piece System

Unprinted kraft mailer box + pink sleeve in two inks (all the impact goes there). Tissue paper as color-only filling. And the A6 game card —tic-tac-toe, maze, memory— that turns unboxing into a shared moment and organic content for social media.

03

Copywriting

Each piece with its own tone: "Hey, you got something." outside, "This is going to be your favorite garment. Literally." inside, and on the cards "Prime mode: activated." or "Hey, mom wins." A recognizable brand voice beyond the product.

04

Budget & Feasibility

Total unboxing cost: €1.96 per unit (box + sleeve €1.61, tissue paper €0.05, A6 card €0.30). It meets the brief: high perceived quality, under €2 and scalable from small runs.

Result

Concept: Opening this is the best part of the day Kraft box and pink sleeve 4 game card concepts Tic-tac-toe card: mother vs child Maze game card: get to the coffee Costs: low cost, high impact
Download full proposal (PDF)

Key Takeaways

  • Budget constraints are a creative direction: if the material can't be the protagonist, the idea has to be.
  • Copy is part of the design, not an add-on: words carry as much weight as color or typography.
  • Designing for Instagram means designing for a moment: the instant the box reaches her hands.
  • Feasibility is not a later conversation: minimums, unit cost and scalability shape what can be designed.