Gordon Food Service's owned brand, Gran Sázon, was losing traction in the market, finding difficulties competing with national brands such as Ortega and Old El Paso.
Many customers didn't realize the breadth of selection in the line's offering and the diverse Latin cuisines represented. We went to work developing a broad, product-focused brand reminiscent of hand-painted signs and street-festival energy. Two distinct colorways differentiated mainstream flavors from regional ones, with an expanded color palette supporting through photography and video.
The result? A vibrant brand that celebrates the diversity of Latin cuisine from festival flavors to dinner tables.
Many customers didn't realize the breadth of selection in the line's offering and the diverse Latin cuisines represented. We went to work developing a broad, product-focused brand reminiscent of hand-painted signs and street-festival energy. Two distinct colorways differentiated mainstream flavors from regional ones, with an expanded color palette supporting through photography and video.
The result? A vibrant brand that celebrates the diversity of Latin cuisine from festival flavors to dinner tables.
Brand Concepting & Design
Art Direction
Photo/Video Direction
Copy Direction
Created with: Next
Logotype: Ingrid Hop
Photography: Stacy Feyer-Salo
Video: 82 Productions
Food Styling: Jason Wheeler
Motion design partner: Ganzo
Rendering partner: Two Are
Art Direction
Photo/Video Direction
Copy Direction
Created with: Next
Logotype: Ingrid Hop
Photography: Stacy Feyer-Salo
Video: 82 Productions
Food Styling: Jason Wheeler
Motion design partner: Ganzo
Rendering partner: Two Are
