There’s no denying it, Mexican music is living its golden age. It’s not just owning the local charts; it’s taking the global stage by storm. Artists like Peso Pluma, Natanael Cano, Panter Bélico, Fuerza Régida, and Junior H are breaking records on Spotify, pulling in waves of new listeners like never before. And while these rising stars are making noise, the genre’s classic icons are also steadily growing their fanbase.
That’s why Spotify decided to revamp the visual identity of La Reina, the playlist that crowns the biggest hits of Mexican music. Right now, it’s sitting proudly at #14 among the most listened-to playlists on Spotify worldwide.
The challenge? Bringing together a massive lineup of artists and styles under one cohesive and harmonious look. The solution? A bold framework system that spotlights the featured artist while topping off the design with a traditional Mexican-inspired lock-up. And of course, it all comes together with the playlist’s tagline: The hits of Mexican music.
The system also comes with a wide-ranging color palette to reflect the diversity of the music. We created 12 unique color combos, six vibrant and bold, six more refined and understated. To match the vibe of each artist, we designed seven different frame styles, ensuring every musician gets a look that fits their essence.
And for an extra touch of versatility, we crafted 3D chess queens, blending marbled textures with golden crowns.
With these elements combined, our mission is clear: to help La Reina claim the musical throne it truly deserves.
