Chica De Gallo
Brand Identity | Packaging Design | Format & Flavor Extensions | Product Renderings & Mock-ups
Chica De Gallo makes incredibly delicious authentic Mexican fresh salsa and guacamoles. After years of consistent growth, the Chica De Gallo team was hitting their stride. And then COVID happened. How do you survive the crisis?
We responded by focusing on what really mattered to the Chica De Gallo founders and customers -- health, family, friends and happy times. And we knew that everyone needed some fun during that stressful time.
We channeled the quarantine-season’s pent up longing to gather, connect, entertain, have fun into a positive and happy brand world and packaging design for Chica De Gallo.
So, we decided to throw a big ‘ole FIESTA! Because who doesn’t love a party?! And no Mexican-themed party is complete without salsa and guacamole. Hence the logo design, inspired by the Molcajete (traditional Mexican mortar and pestle), to communicate the authentic product recipes.
Inspired by a true Mexican fiesta, we designed custom illustration inspired by papel picado, a traditional Mexican paper craft made with intricate cut-out patterns. And paired this with a this quirky, feel-good font expression that feels approachable, and has an Americanized-Mexican flare, to connect with US millennial consumers. For the color palette, we leaned into the fiesta vibe with bright, playful, piñata inspired colors that scream fun.
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