Retorna lo bueno
A campaign designed to turn a simple action into a shared habit.
Category :
Art direction
Client :
Grupo Modelo
Date :
2020
Agency :
draftLine Mx
01 . The Challenge
Developed for Grupo Modelo, Retorna lo Bueno is a campaign aimed at reintroducing returnable bottles as part of everyday consumption. Rather than focusing only on sustainability as a concept, the campaign reframes returning a bottle as a small but meaningful action, one that contributes to a larger, collective impact.
Returnable systems already exist, but they often lose relevance against the convenience of disposable packaging. The challenge was to make people care again, not through guilt or obligation, but by reconnecting the act of returning with something more positive, tangible, and human. How do you make a routine action feel meaningful again?
02 . The Solution
02 . The idea
The concept, “Retorna lo Bueno” (Return the good), is built around the idea of reciprocity.
A returnable bottle is not just a container; it’s part of a cycle.
What you return comes back as something valuable: less waste, more efficiency, and a shared benefit.
The campaign frames this action as something simple, but powerful, a small gesture that contributes to a bigger system.
02 . The Solution
03 . Visual Direction
The visual language was designed to feel direct, accessible, and optimistic. Rather than leaning into overly technical or “eco” aesthetics, the campaign uses bold compositions, clear messaging, and a warm, human tone to make the idea easy to understand and easy to adopt. The system balances clarity with energy, making the message visible, memorable, and adaptable across formats.
