GOYA is a family trusted brand and is has been for years. It is typically used for traditional Hispanic/Latin cooking. Growing up GOYA products were the only food products in my home.
The goal was to reinforce an already well-known brand to its target audience. Keep selling to Latin people but honor it in a way that other people still trust it and try using Goya if they were afraid to try it just because they are not Latin.
Not just to update the design of Goya but show the rich pride for the culture and honor the product history.
I redesigned and packaged the most popular products. Each having a unique border design inspired by Spanish tile to honor where GOYA started in Spain.