Web Development August 5, 2025

Jarritos

Jarritos is one of Mexico’s most iconic soda brands. Founded in 1950, it’s now sold in more than 45 countries and has collaborated with brands like Nike, Kith Treats, and Abercrombie & Fitch. Owned by Novamex and headquartered in El Paso, Texas, Jarritos isn’t just a beverage — it’s a cultural touchstone for millions of Hispanic consumers.

Task

Design and Develop a Website that Engages with the Audience and Brings Back the Cultural Authenticity of the Brand

Strategy

UX Strategy, Art Direction
Design

Web Design & Development
Client

Novamex
Web Development

jarritos.com

Open Project

Jarritos came to Phidev at an important moment in the brand’s evolution. The existing website no longer reflected the energy, personality, and cultural authenticity that had made Jarritos an icon for generations.

As the brand prepared to strengthen its presence in the U.S. around its new positioning, “The Official Drink of Tacos,” the website needed to become more than a marketing asset. It had to connect with today’s audience, celebrate collaborations, help consumers discover products nearby, and create a digital experience that felt unmistakably Jarritos.

The previous site fell into the trap of generic “Mexican” imagery. We took a different approach—celebrating the street culture, the vibrant colors, and the real moments where Jarritos shows up: tacos with friends, summer afternoons, neighborhood murals. Every image tells a story that feels true to how Jarritos actually lives in people’s lives.

Two audiences, one experience. Rather than creating separate experiences for Gen Z and millennial shoppers, we designed a site that serves both through different pathways. Collaborations and lifestyle content engage the younger audience; the store locator and product information serve the shopper ready to buy.

What started as a single website web maintenance agreement, turned into a Web Redesign and became an ongoing partnership. Based on the success of Jarritos.com, Novamex expanded our engagement to include four additional brand properties:

Mineragua – Jarritos mineral water
Sidral Mundet – Mexico’s apple soda
Sangría Señorial – The original sangria soft drink
Sana Sana by Jarritos – Wellness-focused line extension

This pattern of expansion reflects our approach: deliver exceptional work, earn trust, and grow the relationship.