The Art of Frutas

For the Frutas campaign, De La Calle partnered with illustrator Joel Burden to create a custom visual world inspired by flavor, culture, and expression.

Known for blending bold modern design with hand-crafted artistic detail, Joel brought the Frutas universe to life through a series of original illustrations designed exclusively for De La Calle’s 2026 redesign. Each piece was created to feel playful, vibrant, and full of movement, reflecting the energy behind every can.

The artwork draws inspiration from the fruit itself, transforming familiar ingredients into expressive characters and dynamic compositions that feel alive with color and personality. From flowing citrus forms to layered textures and unexpected details, the illustrations were designed to celebrate the boldness of De La Calle in a way that feels artistic, collectible, and culturally rooted.

At the center of the collaboration was a shared vision: creating a visual identity that feels modern while honoring the spirit and creativity that have always defined De La Calle. Joel’s work helped shape Frutas into the brand’s most expressive creative platform yet, one that extends beyond packaging into storytelling, campaign visuals, retail moments, merchandise, and digital experiences.

The illustrations are more than artwork, they are an extension of the flavor experience itself. Bright, energetic, refreshing, and unmistakably De La Calle.

Frutas marks the next evolution of the brand, and Joel Burden’s illustrations helped give that evolution its visual language.