sami abreu co.
Loisa
Loisa is a CPG brand building the modern destination for Latin cooking with better-for-you versions of classic seasoning blends. From its inception, it's been clear that Loisa is so much more than pantry products, it's a brand that empowers the Caribbean-Latin community and gives them a voice in the food space. But, the brand had an opportunity to resonate with its audience on a deeper level. Loisa needed brand messaging and visuals that reflected the love from the community, embodied pride and vibrancy of Latin culture, and boosted presence on the shelf. From the fall of 2021 to the summer of 2022, I led Loisa's rebrand, from positioning through visual redesign, web redesign, and label redesign.
Go deeper, read my blog post all about the rebrand.
The challenge
Loisa's original brand centered around the message "feeding tradition." However, as we more deeply explored customer testimony and developed the true values of the brand, it was clear there was much more to the story. While Loisa sought to honor Latin tradition with their upgraded Sazón, Adobo, & Sofrito, the brand was also working to foster a world for that culture to be seen, to be celebrated, and to grow.
The insight
It started with a community insight: the power of representation. Customers were grateful that Loisa was representing Caribbean-Latin culture with quality pantry products. Loisa had an opportunity to elevate the brand messaging and visuals to more boldly represent the community.
The inspiration
Using this insight, we drew inspiration for the rebrand from cultural emblems– art, music, food, and the environments the Latin community calls home.
The result
In partnership with a team of designers, photographers, and web developers, we developed a sophisticated brand that embodies the vibrant energy of Latin culture, food, and community. We created a visual language deeply rooted in so many of the wonderful elements of the culture that connect our audience and a brand world that exudes representation and pride, inviting genuine audience connection and growth.
