In House
La preferida
Branding & Marketing Design
2022–Present | Chicago, IL
Bringing Flavor to the Table — and the Brand
La Preferida has been a trusted name in Latin American foods since 1949 — with bold flavors, rich heritage, and a loyal customer base across the U.S.
Since joining their in-house creative team, I’ve had the opportunity to help evolve the brand visually and strategically, keeping it culturally rooted while making it relevant to today’s shopper.
From refreshing catalogs and streamlining design systems to building out campaign materials, event collateral, and publications — my work spans across print, digital, and retail. It’s fast-paced, high-volume, and always centered around storytelling that feels authentic and appetizing.
Role
Role
As the lead designer on many cross-functional initiatives, I:
Develop branding & identity systems for new and existing product lines
Concept and execute event marketing campaigns and seasonal promotions
Design printed publications, catalogs, and sell sheets for sales and distribution
Create in-store displays and shelf talkers that tell compelling product stories
Collaborate closely with the marketing & sales team
Explore the Work
Each section highlights a different area of focus — from brand building to retail storytelling.
“Designing for a heritage brand means honoring the past while keeping an eye on the shelf — and the shopper. It’s a balancing act I love being part of.”
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.
Branding & Identity
Creating the visual language of a brand — from logos and color palettes to typography and tone — that builds recognition and trust.
Original brand identity system developed by Kaleidoscope (Chicago, IL). Slide shown here reflects internal adaptations made by me for brand education and documentation.Brand Summary Slide — Adapted Layout
This slide was part of La Preferida’s brand guidelines, originally developed in collaboration with an external agency. I was responsible for updating this summary to reflect recent brand evolutions, replacing typography references and adjusting layout for improved clarity and presentation.
All elements shown here are publicly available across La Preferida’s packaging, website, and marketing materials.
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.
event Marketing & campaigns
Designing creative assets for in-person events, promotions, and product launches — ensuring a cohesive look across print, digital, and on-site materials.
I led the design of promotional materials for various events and marketing campaigns — from new product rollouts to community events. This included flyers, digital ads, signage, banners, and menus. Each campaign was designed to reflect La Preferida’s identity while appealing to diverse audiences, often requiring bilingual messaging and culturally sensitive visuals.
Publications
Editorial-style print and digital advertisements designed for trade magazines, tailored to reach industry buyers, retailers, and wholesalers.
I led the creative direction and design for ad campaigns published in The Shelby Report and Abasto — two leading B2B publications in the food and beverage industry. These full-page ads were designed to speak directly to retail decision-makers and distributors, promoting product awareness, brand trust, and seasonal initiatives. For Abasto, I also developed bilingual layouts that reflected both the cultural and commercial values of La Preferida’s Hispanic heritage.
The Shelby Report
Monthly magazine
Abasto
Bi-monthly spanish magazine
catalog & sell sheets
Sales-focused documents that provide clear, organized product info including SKUs, barcodes, sizes, and categories; to help retailers and distributors place orders efficiently.
Before
After
These internal-facing materials were designed to make life easier for La Preferida’s sales team and retail partners. I created product catalogs and individual sell sheets that included detailed product data, organized layouts, and a clean brand presentation. These tools supported everything from trade show meetings to everyday distributor outreach — always making sure that visual consistency and product clarity went hand-in-hand.
Product Categories
frontside
Backside
Shipper displays
individual
Compact
Shelf talkers & visual displays
In-store signage and display materials designed to capture attention and influence buying decisions at the point of purchase.
