Goya Foods, Inc. is the largest Hispanic-owned food company in the United States, founded in 1936 and headquartered in New Jersey. The family-owned company manufactures and distributes Hispanic and Latin American food products including beans, rice, sauces, seasonings, tropical fruits and vegetables, and oils. Goya is sold in over 150 countries and available in most major supermarkets, making traditional Hispanic food products accessible and affordable to consumers worldwide. Recognized as an iconic brand across multiple generations, particularly within Latin American, Caribbean, and Hispanic communities, Goya remains a leader in the food industry known for quality and authenticity.
Check-out GOYAS 90th Anniversary website here!
Goya wanted to find a balance between a Gen Z audience and their legacy consumers. We pitched a lot of Gen Z campaigns that connected traditions and family to make Goya the brand that connects all generations. However, the ask was to grab Gen Zās attention but make sure this was fully for their legacy consumers.
Welcome to Goyas 90th Anniversary mosaic. I went for a 2D design approach that uses iconographies of Goyas products and illustrations of characters. This made Goya keep its infamous products feel seen from a fresh new perspective while keeping the classic containers the same.
Beginning process of concepting the icons
MOSAIC
This was the next stage of sketching the icons to illustrating them.
I experimented how I wanted the icons to look and feel. My ideal goal was to make these nostalgic products feel modernized without losing too much of their identities.
Clients were extremely happy. I was thrilled to have been able to grab different audiences and have it feel fresh and modern.
Now that the clients were feeling great, it was time to transfer this to our partnered studio and turn this into pure perfection.
MOSAIC
PRESENTED TO GOYA
OFFICIAL MOSAIC
Unifying all generations with Goya