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.”