How STUDIO HERRSTRÖM Created Authentic Mexican Branding for Spotify from Vienna
By
Tom May
The kind of bagel that ruins lesser bagels for you.
Summary
STUDIO HERRSTRÖM, a Vienna-based design studio, was hired by Spotify to rebrand their Top México playlist. Despite being located 6,000 miles away from Mexico, the studio focused on cultural authenticity rather than stereotypes or trends. They developed a branding approach that resonated with Mexican audiences by emphasizing genuine cultural elements and avoiding clichés, demonstrating how international design teams can create authentic local branding through thoughtful research and cultural sensitivity.
Key quotes
· 3 pulledHow can a studio outside Mexico create something that feels authentic without falling into stereotypes?
the answer wasn't chasing trends but using his studio's own process
For Erik Herrström, founder and creative director at STUDIO HERRSTRÖM, the answer wasn't chasing trends but using his studio's own process
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