Goya Marinades Packaging RedesignWritten by Branding Magazine Editorial / Featured in: Agency, Creative, Food & Beverage / 28.01.2013.
Goya Foods has launched a new packaging design for Goya Marinades in the US, created by pi global.
The new product packaging for Goya Marinades is available in four varieties: Mojo Chipotle, Naranja Agria, Mojo Picante and Mojo Criollo. The products were redesigned to make the line more consistent and the appearance more vibrant; the marinade product line is now unified and stronger, while the product’s unique flavors are highlighted. A naming strategy was also established for Goya’s two new variants so that customers can distinguish between the different products more easily.
Joe Perez, Senior Vice President of Goya Foods comments,
“It was important to Goya that the redesign highlight the key points of the products usage, ingredients and taste while adding vibrant, eye catching graphics that would appeal to current and new market consumers.”
The new Goya Marinades packaging creates a stronger range personality through a vibrant design and a fun Latin american feel. Paul Cowley, Creative Director North America commented that it was key that the vibrancy of the product was celebrated, evoking strong emotional recall of warm, spirited family gatherings around the dinner table – Values that are inherent to the Goya brand.
Photo: pi global