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Goya Foods redesigns Goya Marinades range with pi global

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By Gillian West, Social media manager

January 24, 2013 | 2 min read

US food brand Goya Foods has worked with independent global branding and design consultancy pi global to create the new packaging designs for Goya Marinades.

pi global was tasked with creating the branding and packaging for all four varieties of Goya Marinades including Mojo Chipolte, Naranja Agria, Mojo Picante, and Mojo Criollo.

Speaking of the activity, Joe Perez, senior vice president of Goya Foods commented: “It was important to Goya that the redesign for our Goya Marinades 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 vibrant designs aim to highlight the unique flavours and use of each product with key recognisable equities maintained and strengthened. pi global also established a clear naming strategy for Goya’s two new variants in order for customers to distinguish between the different products with ease. The brand’s Latin American heritage is celebrated in the design and quirky typeface.

North America creative director for pi global, Paul Cowley, added: “It was key that the vibrancy of the products were celebrated; evoking strong emotional recall of warm, spirited family gatherings around the dinner table. Values that are inherent to the Goya brand.”

Parent company Goya Foods branding was incorporated into the design to make it more obvious to consumers that the marinades are part of the family brand.

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