LOTERÍA CALIFERNE

A playful way to explore Baja California through an array of elements that attempt to represent the entire state. Created by Enigma Creative, the project features: a board game with seven distinct topic areas—each developed in collaboration with a panel of experts—as well as 54 illustrations for the cards; a series of three posters; three booklets by invited creatives under commission; five collectable pins; a tote bag and website.

Lotería Califerne is a project inspired by the traditional Mexican game of Lotería. The point of the game is to communicate the distinctive features of Baja California in a fun way. Our aim is to explore the characteristics, traits, and customs of the region and to bring together information that we feel brings us closer to defining who we are.

We firmly believe that this project is connected not only to the experience of design as seen and understood in this region, but also as part of an exercise to imagine the borderlands.

La lotería mexicana

The Mexican game of Lotería is a card game that originated in Italy in the 15th century, later reaching New Spain (Mexico) in the late 1800s. For a time, only the upper classes played the game, but with the arrival of the War for Independence (1810-1821) it became popular with Mexican families as a daily pastime. It was an important part of traveling fairs in several states in the country, finally becoming the most important traditional game of Mexico.

Lotería is played with a deck of 54 cards and as many boards as desired, each board with 16 squares. The game is played as follows:

A card is drawn from the deck, and the name of the card is called out for the participants.
If you have a square on your board that matches the card, you mark it.
The winner is the person who yells “Lotería” after marking all of the boxes on their board.

Another important element of Lotería is the existence of its famous couplets, rhymed verses that have been part of the game since about the 19th century and which are written in a tone somewhere between riddles and folk poetry: each couplet or verse refers to the name of a card. The gritón* (announcer or yeller) has two options: the person can cantar* (sing) the couplet or just call out the name of the card drawn from the deck.

THE ORIGIN

THE CONCEPT

It is true that on este lado*—on this side of the border—we have a different kind of relationship with Mexico. There is a very interesting, diverse cultural mix in this region, both because of influences from Mexico and due to exchanges with the United States. We are still in the process of discovering who we are.

Because of our state’s multicultural reality, it has not been easy to figure out how to define ourselves; this has led us to look for alternative ways of identifying ourselves: Baja California makes us special.

Reflecting on this, we ask ourselves—in all sorts of ways—where we fit within the Mexican imaginary. Are we part of the Mexican national identity? Of that concept that includes an array of stereotypes about what it means to be Mexican? Read more

Are you part of its traditions, social dynamics, its cultural and ethnic history? Of course, these elements also function as a way for Mexico’s inhabitants to recognize one another and to become known on a global scale.

We can make the argument that we are actually Mexican because we inhabit this territory or because our families migrated to this state. However, the set of factors that separates us from the rest of the country—be they geographical, political, or social—become a starting point for an analysis of our markers of identity: to explore the places, monuments, food, customs, and history of Baja California.

Following this research path, we decided to create the Lotería Califerne with two main goals in mind: first, to share the abundant offerings of these lands, and second, to initiate a dialogue to define ourselves within this space of diversity and, in turn, to find ourselves in the particularities of Baja California.

Few elements in Mexican iconography are as representative as Lotería; through its aesthetics, drawings, colors, objects, and its form of social representation, we could say that the game is a kind of chronicle of Mexican culture and traditions.

For that reason, we decided to resignify this chronicle of Mexico and to have the Lotería Califerne tell us—within the very game—what Baja California is like and how Baja Californians might be represented.

This project evolved over the course of the last year. It started out at first as an interactive activity that we decided to hold off on and then later resume with the idea of giving it a new twist.

Later, during the pandemic and in a moment of reflection and nostalgia due to the uncertainty occasioned by not being able to gather, we took up the project again. After a brief investigation, categories were proposed, as well as a graphic design that would allow us to highlight the importance of the sites, places, food, and customs of the region.

As we began to lay out the central themes, we decided to form a committee of experts from different cities in Baja California to help define the main motifs and select and name the cards, based on their representativeness and diversity.

María Curry consulted with us on architecture and urban space, as well as on cultural heritage; Lorenia Urbalejo on indigenous peoples and cultures; Alan Bautista on the adventure theme; Horacio de la Cueva assisted us with landscapes, flora, and fauna; and Ismene Venegas with gastronomy.

We believe that the outcome of this creative endeavor is an educational and fun guide for residents, foreigners, and anyone who spends time in the state.

We chose to make a Lotería game because of the way it requires the words to be repeated over and over. In this way, we recall the riches, the warmth of the people, our memories of the streets, and the wealth of traditions in Baja California and how curada* it is to live here.

THE GLOSSARY

No matter if you are from Baja California or not, these definitions are súper cool. Check it out:

Este lado: A lot of people in Baja California call the United States “el otro lado” or “the other side.” So “este lado” or “this side” refers to the territory of Baja California.

Cool: A slang term borrowed from English but used in Spanish in Baja California that is used to show you like someone or are excited about an idea or a project.

El Bordo: The name often used to refer to the actual physical border between Mexico (Tijuana) and the United States (San Ysidro- San Diego).

Pennies: Coins from the United States that are worth one cent and which are in circulation in Baja California.

Curada: A slang term that refers to something that is good or outstanding. Something similar to words like “padre” or “chido” or “cool.” For example: “This place is totally curada.”

And to play the game:

Gritón: Announcer or yeller. The person who shuffles and yells out the names of the cards that they pull out.

Echarlas: From the Spanish transitive verb “echar” meaning throw or toss. To move the cards from the deck to the game table.

THE NAME

We named the Lotería Califerne to harken back to our state’s past. Most historians believe that the name originated from a chivalric romance novel entitled The Adventures of Esplandián, which became popular during the era of Spanish expeditions to Mexico and the Baja California peninsula. It describes a fictional island called California to the east of the Indies, governed by Queen Calafia.

It is said that Garci Rodríguez de Montalvo, the author of the novel, revived the Arabic name Khalif/ Khalifa, but he could have been influenced by the term Califerne in the 11th century epic French poem, The Song of Roland.

THE GAME

Like the traditional Lotería, the game is made up of 54 cards with images divided into categories related to the state. The images aim to honor and highlight the particular beauty of a place as cool* as Baja California.

The game is played just as it was at the beginning of the 15th century:

A board consisting of 16 images from the card deck, displayed in a 4×4 grid, is distributed to each player.
The gritón* (announcer or yeller) begins to cantar* (sing) the cards, either by naming them or through verse, and the players mark their squares.
Having pennies* or dried beans on hand helps to mark the images on each board.

THE BONUS

The Bonus is a blank card that allows the players to identify with the region and to come up with their own suggestions about what food, places, indigenous cultures, spaces, etc. are representative of Baja California.

It is a way of introducing the possibility that ideas about our state can change over time and from person-to-person.

Think of a place, food, or experience in the region with which you identify and propose it to the group of players before the game.
Share your answers and vote for the one you like best.
Everyone should write the chosen name on the blank card and on their boards. Remember to include the article + name and to capitalize the first letters. Try to keep it short!*

THE DESIGN

Our aim is to present this large-scale project as a complete package grounded in design; as a process that included a variety of steps and moments, featuring the organization and assignment of specific tasks, and ideas, opinions, challenges, and transformations that have given rise to a rich experience.

At the beginning of the project, we asked ourselves: why did we want to design a Lotería? What could we investigate about our state? How could we ground this work in solid research? What aesthetic approach and which parameters would we use to create the design? How could we do it with a multidisciplinary team? What other elements could we develop through this search for representation?

This set of questions, concerns, and a desire to offer something different to the community became an exciting departure point for a design project grounded in research and collaboration.

We convened a committee of experts who assisted us with their knowledge to develop the concept, to group ideas, and to establish an intention.

We defined the scope of our project: a Lotería that would bring us closer to a definition of what it means to be bajacaliforniano. More than a game, it would include other pieces designed for playful interaction among players.

We laid out a strategic plan for activities and work teams:

The creative directors and designers established aesthetic guidelines for fonts, illustrations, and color palettes.

The creative planner and copywriter proposed descriptions and parameters for the card names, composed verses that expounded on Baja California’s history, and developed the storytelling for the website.

The social media team organized itself around short- and long-term activities, which included an outdoor party (with and for the public) and a video demonstrating the game, as well as methods of dissemination and communication in order to present the project to the community.

In addition, we planned for the creation of three printed and digital booklets with creative guests, in order to make the game more widely available and to promote other forms of representation and recognition of Baja California.

The first booklet focuses on the category of gastronomy and is illustrated by Carolina Castañeda. The second is about the Rumorosa landscape and contains a series of anecdotes developed by Franco Félix. The third, spearheaded by Martha Cárdenas, gathers information about the former Puerta México or Puente México.

By that time, the Lotería had changed so much—from its conception as an activity, to becoming a full design, research, and communications project—that we decided to change its name.

We made an internal call for proposals for a name, and we opted for Califerne, a word that directly and symbolically relates to what we wanted to convey: our present in connection to the state’s history, as well as its forms of representation.

We are so excited for you to play with us and have the Lotería Califerne experience, ¡corre, está súper cool!

SOCIAL MEDIA CAMPAIGN

Audience participation has a big impact, especially when people share their own opinions. For this reason, we have decided to offer a space for suggestions in regards to “El Bonus” card:

Tag your suggestions with the hashtags #ElBonus and #LoteriaCaliferne. You’ll be able to find them on our social media pages and on this website. This is just the start of the conversation!

We think it’s incredibly important for a record of this project to exist in digital and physical form in order to highlight the construction of a visual culture for Baja California, and at the same time, to honor our collective imagination.

THE GALLERY

A natural blowhole positioned between a cliff and sea caves, in Ensenada.

A landscape made of rocky formations along the highway between Mexicali and Tecate.

An astronomical research center located in the mountains of the Sierra de San Pedro Mártir.

A valley full of giant cactus that reach almost 56 feet tall, just to the south of San Felipe.

A sandy dry lake bed flanked by mountains and hills in Mexicali.

A fishing and agricultural area with nine volcanos in San Quintín.

San Luis Gonzaga: a paradise-like bay featured beaches, desert, and native flora and fauna.

Guadalupe Island: a biosphere reserve with unique native species.

The scenic highway between Tijuana and Ensenada with impressive views of the Pacific Ocean.

The little devil. Kumeyaay petroglyph—featuring the winter solstice—in El Vallecito.

Santo Tomás, a commercial winery declared part of the state’s cultural patrimony, in Ensenada.

A community center and former casino (1930) declared cultural patrimony, in Ensenada.

Teniente Guerrero Park, founded in 1924 and declared cultural patrimony, in Tijuana.

Since 1930, now the Casa de la Cultura of Tijuana, also declared cultural patrimony.

The Leona Vicario Elementary School (1923), declared cultural patrimony, in Mexicali.

The religious missions and settlements established by the Spanish between 1683 and 1834.

The Ensenada-style fish taco born in the Mercado Negro in the 1960s.

An original lobster dish served in Puerto Nuevo since 1954.

Salad invented in Tijuana, created by Caesar Cardini in 1924.

Baja California boasts more than 195 craft breweries.

Baja California is the number one producer of wine in all of Mexico.

Shellfish. Mussels, clams, and abalone are part of the cultural heritage of the native peoples of Baja.

Brought over by immigrants from China, Mexicali is known for its Chinese food.

Tuna is farmed in the region for local, domestic and international consumption.

Old palace for jai alai tournaments built in 1947 in Tijuana.

The Chinatown neighborhood established in the 1920s in Mexicali.

The Tijuana Cultural Center built in 1982, notable for its striking design.

The Tijuana-Tecate railway, a binational corridor also connecting San Diego and Arizona.

Since 1924, this hotel has attracted Hollywood stars and moviemakers.

Puerta México (1961-2015), a bridge built at the San Ysidro-Tijuana border checkpoint.

The Agua Caliente casino in Tijuana (1927-1935), with California Mission-style architecture.

A bike ride along the free highway between Rosarito and Ensenada, begun in 1979.

Isla de Todos Santos is known for its impressive waves.

Music and partying are two of the main draws for the region.

Marked paths with a diversity of ecosystems.

Gray-whale-watching in Bahía de Todos Santos, Ensenada.

Nado y snorkel con tiburón ballena en el golfo de California.

Kumeyaay basket made of reeds and willow branches, to store fruits, seeds, and clothing.

A classic of Cucupá attire, made of beads.

Dolls made by Kiliwa women out of tree bark, human hair, and cotton.

Pots made by the Paipai out of clay and yucca to store food and water.

Ceremonial rattles made by Indigenous peoples.

By Purépecha, Zapotec, and Oaxacan Indigenous migrants.

The vaquita (Phocoena sinus), an endangered native porpoise.

Kumeyaay basket made of reeds and willow branches, to store fruits, seeds, and clothing.

Gymnogyps californianus, the largest flying bird in North America.

The bighorn sheep (Ovis canadensis), a distinctive animal of the region.

The elephant seal (Mirounga angustirostris), saved from extinction on Isla Guadalupe.

Quercus, a genus of trees that includes a variety of oaks.

Spea hammondii, a bumpy toad native to California and Baja California.

The boojum tree (Fouquieria columnaris) with its odd look and perpendicular branches.

Shawii, succulent plant. A very rare species in extreme danger of extinction.

Write something here that you think is representative of Baja California.

We are grateful for the easy access and use of the images to: Photo Library of the Tijuana Historical Archive, of the Municipal Institute of Art and Culture; Enigma Creative Image Archive; Gabo Lozano, and Christopher Salvatierra.

THE COLLABORATION

We deeply believe that the best results are achieved through teamwork. It is a simple fact: many minds and specialized talents have transformed the Lotería Califerne. Thank you to each person who helped!

Web Development, Alina Vera
Translation, JP Pluecker
Video Production, Tesoro Audiovisual
Music, Pepe Mogt

Committee of Experts

Alan I. Bautista Plascencia

Adventure

Master in Tourism Administration from the Universidad de las Islas Baleares (UIB) Palma de Mallorca, Spain (2006). He has taken additional coursework offered by… Read more

María Eugenia Castillo (Curry)

Architecture and Urban spaces
Cultural patrimony

Architectural Engineer with a master’s degree in Restoration of Monuments from Universidad Nacional Autónoma de México (UNAM) where she obtained the Gabino Barreda medal… Read more

Horacio de la Cueva

Landscape
Flora and Fauna

PhD from the University of British Columbia, Vancouver, Canada studying the mechanics of animal flight. Currently he is Investigador Titular C at CICESE. Teaches ecology, evolution, statistics, wildlife…Read more

Olga Lorenia Urbalejo Castorena

Indigenous peoples and cultures

Is Is a researcher at the Instituto de Investigaciones Culturales-Museo de la Universidad Autónoma de Baja California (UABC). She received her MS in Human Geography from El Colegio de Michoacán and her Phd… Read more

Ismene Venegas

Gastronomy

Bachelor degree in Culinary Arts at the Universidad del Claustro de Sor Juana; has led the kitchens of La Contra Restaurant in Ensenada and El Pinar de Tres… Read more

Alan I. Bautista Plascencia

Adventure

Master in Tourism Administration from the Universidad de las Islas Baleares (UIB) Palma de Mallorca, Spain (2006). He has taken additional coursework offered by… Read more

María Eugenia Castillo (Curry)

Architecture and Urban spaces
Cultural patrimony

Architectural Engineer with a master’s degree in Restoration of Monuments from Universidad Nacional Autónoma de México (UNAM) where she obtained the Gabino Barreda medal… Read more

Horacio de la Cueva

Landscape
Flora and Fauna

Olga Lorenia Urbalejo Castorena

Indigenous peoples and cultures

Ismene Venegas

Gastronomy

Bachelor degree in Culinary Arts at the Universidad del Claustro de Sor Juana; has led the kitchens of La Contra Restaurant in Ensenada and El Pinar de Tres… Read more

THE ENIGMATEAM

This project has been developed by a team of people passionate about what they do and what they believe. Muchas gracias to each one of them for enriching the Lotería Califerne with their talents:

Creative Direction, Art Direction, Katalina Silva
Curation and Creative Planning, Ingrid Hernández
Strategy and Project Production, Arturo Elenes
Illustration and Graphic Design (Senior), Tania Valencia
Illustration, Abigail Peña
Illustration and Graphic Design (Junior), Mayuko Zúñiga
Illustration and Graphic Design Assistant, Alexa Silva
Copywriting, Marlon PV
Social media content, Diana Fernández
Community manager, Samara Nava
Production Assistance, Miguel A. Gómez

THE CONTACT

Enigma Creative is a space for multidisciplinary collaboration. People who are passionate about what they do and what they believe.
People who love all forms of creative expression and use them to develop communication strategies, creating a distinct voice similar to a digital fingerprint: unique and impossible to replicate. People driven by a spirit of teamwork. People investing in ideas that make our community stronger and more powerful.

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LOTERÍA CALIFERNE

La lotería mexicana

THE ORIGIN

THE CONCEPT

THE NAME

THE GAME

THE BONUS

THE DESIGN

SOCIAL MEDIA CAMPAIGN

THE GALLERY

Alan I. Bautista Plascencia

Adventure

María Eugenia Castillo (Curry)

Architecture and Urban spaces Cultural patrimony

Horacio de la Cueva

Landscape Flora and Fauna

Olga Lorenia Urbalejo Castorena

Indigenous peoples and cultures

Ismene Venegas

Gastronomy

Alan I. Bautista Plascencia

Adventure

María Eugenia Castillo (Curry)

Architecture and Urban spaces Cultural patrimony

Horacio de la Cueva

Landscape Flora and Fauna

Olga Lorenia Urbalejo Castorena

Indigenous peoples and cultures

Ismene Venegas

Gastronomy

THE ENIGMATEAM

THE CONTACT

FOLLOW US IN SOCIAL MEDIA

Would you like to receive cool and interesting content? Subscribe to our newsletter.

Architecture and Urban spaces
Cultural patrimony

Landscape
Flora and Fauna

Architecture and Urban spaces
Cultural patrimony

Landscape
Flora and Fauna

Would you like to receive cool and interesting content?
Subscribe to our newsletter.