Chula Brand

Chula Brand is a 3-generation family-owned business that distributes the highest quality fruits in Mexico and Southern USA. Their papayas, pineapples, bell peppers, and citruses are what the brand has been best recognized for in the last decade. Since its beginnings, its branding has been admired by millions. The Mexican woman in the logo keeps catching the eye of customers anywhere their products are sold. But this doesn't mean a change couldn't happen.

The CEO challenged me to redesign the icon for CHULA Brand. This meant applying the same color scheme and logotype and designing a whole new famous woman for the icon of the brand. I decided to merge a traditional Mexican-dressed woman with the crops where the produce is grown for this concept. Shifting the attention from the woman's face to the dress was quite the challenge, but it certainly gave the brand a more fresh and modern air to it. Chula Brand will modify anything from kraft boxes, fruit bags, and stationery to create a more catchy experience for their loyal consumers.