Old Havana Foods
Brand Identity Design | Packaging Design
Founded by a food scientist and expert chef, Old Havana Foods produces prepared, traditional Cuban food items such as black beans, sofrito, and mojo.
This project was initially presented as a simple packaging update, but, upon further exploration, it became clear that the scope would encompass a full rebrand of the company’s existing visual identity.
As the child of a first-generation Cuban immigrant, this project held particular significance for me.
Problem & Process
In short, Old Havana Foods was in need of a jolt — specifically in the form of a more eye-catching, bright, inviting, and "contemporary” presentation, chiefly with consideration to its primary touchpoint as a consumer packaged good.
The products have a cult following and perform well at grocery store sample setups. However, the client felt that demand was not keeping pace with the quality of the product line.
The previous Old Havana Foods branding
Visual Identity Directions
The client was unsure as to what creative direction might achieve her goals: gaining visibility on busy supermarket shelves; educating customers about her wares and Cuban cuisine writ large; and growing her consumer base.
The design process required casting a wide net. A variety of conceptual directions were developed and pitched in an effort to foster adoption of these much-loved-but-little-known products.
Ultimately, the solution would lie in simplicity.
La Habana Vieja
CONCEPT 01
The Cuban Amazon
CONCEPT 02
The Cuban amazon, also known as the rose-throated parrot, is a colorful, social, vocal bird native to Cuba.
I pursued this illustrative mascot-logomark for a variety of reasons, including the bird’s characteristics, such as:
authentic, tight association with Cuba
loud, outgoing, and communal personality, an ideal symbol for spreading brand awareness
its vibrant appearance, lending itself to eye-catching packaging opportunities
Nonetheless, the client passed. Thankfully success was around the corner.
Approved Designs
Island Vibes
CONCEPT 03
In the end, as with so many projects, the simplest solution won out. After offering the preceding, more complex and ornate options, the client fell in love with this straightforward, laid-back approach.
This concept tacks toward a more breezy style, one that connotes an easy-going simplicity and freshness, while retaining the cultural through-line in the subtle Spanish tile-style border elements. Our client was satisfied that this was something that even customers without brand awareness could get behind, and to them we say,
