Edel Rodriguez Joins the Soko Journey

From Havana’s fields to global stages, Edel Rodriguez tells stories in bold colors and imagery as vivid as our ripe fruits.

Born in Havana in 1971, raised among the tobacco and sugar cane fields of El Gabriel, Edel’s journey has always been marked by courage, culture, and reinvention. Arriving in Miami as a nine-year-old boy, he discovered a new world: the neon glow of American pop culture set against the bold visual language of Cuban revolutionary posters. These contrasts shaped an artistic voice that today is recognized and celebrated worldwide.

🎨 An Artist of Global Influence
Over the past three decades, Edel Rodriguez has become one of the most acclaimed illustrators of our time. His work has appeared on the covers of TIME, The New Yorker, Der Spiegel, Rolling Stone, Fortune, and countless other international publications. He has also collaborated with global brands such as MTV and Pepsi, and illustrated books, theater posters, and even a U.S. postage stamp.

His bold, figurative style has not only captured attention but also sparked conversations at the highest levels of culture and politics. From provocative magazine covers to powerful posters displayed at U2 concerts, Edel’s work is an unmistakable fusion of art, identity, and social commentary.

🏆 Awards and Recognition
Edel’s impact has been honored with numerous awards, including:

Named one of the 50 Most Creative People of the Year by AdAge (2016)
Best Magazine Cover of the Year by the American Society of Magazine Editors (2016)
Gold and Silver Medals from the Society of Illustrators (2009–2012)
Hamilton King Award, a prestigious annual honor given by the Society of Illustrators (2024)
International recognition for some of the most iconic and talked-about magazine covers of the past two decades

Today, Edel’s work resides in the collections of institutions such as the Smithsonian Institute in Washington D.C., and in private collections around the world.

🎨 A Fruity World Through Edel’s Eyes

At Soko, we believe in blending flavor and artistry to create timeless stories. That’s why we are proud to announce our collaboration with Edel Rodriguez, who has crafted a unique new illustration for the redesign of our corporate website.

This artwork is more than design - it’s a celebration of shared values:
✔ Bold storytelling that transcends borders
✔ Cultural richness rooted in history and diversity
✔ Joy and creativity expressed in both art and fruit

In Edel’s illustration, a lush tropical orchard comes alive: children climbing trees, holding fruits, and sharing moments of joy; parrots, butterflies, and hummingbirds hidden among the leaves; guitars and watermelons adding rhythm and play. Every detail is an invitation to discover, smile, and connect.
Following our creative tradition, all illustrators - including Edel - have been and will continue creating artworks inspired by the theme “Macedonian Fruit Salad”, a concept that celebrates the vibrant blend of fruits, cultures, and joyful moments that define Soko.

Just like Soko’s fruit drinks, the scene is fresh, fearless, and full of life - a vision of global togetherness, interpreted through Edel’s masterful lens.

👀 Meet Edel in Miami

The story doesn’t end on screen. Edel Rodriguez will join us on Wednesday, 10 September, as a special guest at Booth 1675 during the Americas Food & Beverage Show in Miami (September 10 - 12, 2025).

Visitors to our stand will not only discover our full range of fruit drinks - VitaGO, Amigo, and Junior - but will also have the chance to experience our brand’s new artistic visual , straight from the creator himself.

💡 A Fusion of Art and Flavor

At Soko, we know that building a brand is about more than products - it’s about emotion, identity, and connection. Our collaboration with Edel Rodriguez is the next step in our mission: Better World, Sip by Sip.

Because when fruit meets art, the story goes beyond taste - it becomes a memory. 🍍💛

* Photo courtesy of Edel Rodriguez