Branding & Identity?
Brand identity design is the process of creating the specific visual, content, and tonal elements that define a brand, including its logo, typography, color palette, imagery, and messaging for instant recognition and consistency across all platforms, helping to build customer loyalty, differentiate from competitors, and convey the company's unique personality and values to its target audience.
Rooted in Tradition. Refreshed for Today.
La Preferida’s legacy is rich — with 75+ years of trust and recognition in Latin American kitchens. But even timeless brands need room to grow.
My role on the branding side focused on refining and extending the existing visual identity. The goal wasn’t reinvention — it was evolution: keeping what felt familiar, and dialing up what felt fresh.
This included visual standards, logo applications, and revamping old marketing materials.
Role
Role
As the lead designer on many cross-functional initiatives, I:
Refined packaging templates across multiple product categories.
Designed brand extensions for seasonal and limited-run SKUs.
Created visual consistency across color, type, and layout systems.
Built foundational templates for internal and external use.
Collaborated with the marketing and sales teams to ensure accuracy.
creative approach
I worked with what was already strong — a bold, recognizable color palette, heritage-inspired typography, and a logo that carries weight. From there, I created systems that could scale — whether it was a campaign or full fledged sell sheet.
My design choices focused on legibility, hierarchy, and shelf appeal — always with the La Preferida flavor at the center.