Championing authentic mexican food
Las Chicas is a new, vibrant Mexican food brand from The Kraft Heinz Company & PB Creative, on a mission to serve up authentic Mexican recipes and ingredients with a side of female empowerment.
- Client / Las Chicas
- Work / Branding / Structural packaging
- Year / 2023
Celebrating the unsung heroes of Mexican cooking – the women, or as we say “las chicas”. The brand is working to close the culinary industry’s gender gap and bring more recognition to female chefs.
Cooked up from the brand idea ‘Fiercely Mexican’. We adopted a proudly feminine and refreshingly unique visual identity, building a distinctive and authentic suite of ownable assets: from the screen-printed mark, our ‘papel picados’ and the vibrant illustrations from esteemed Mexican artist, Ales Ballesteros. Creating a bold brand world that disrupts a cliché filled tex-mex category.
challenge
challenge
The mission was to champion authenticity and inspire confidence to prepare real Mexican cuisine at home.. To do this, it had to combine the recipes and illustrations by Mexican women to launch a truly authentic brand in Las Chicas, challenging category convention.
creative idea
Cooked up from the brand idea ‘Fiercely Mexican’. We adopted a proudly feminine and refreshingly unique visual identity, building a distinctive and authentic suite of ownable assets: from the screen-printed mark, our ‘papel picados’ and the vibrant illustrations from esteemed Mexican artist, Ales Ballesteros. Creating a bold brand world that disrupts a cliché filled tex-mex category.
Building the brand it was important to us that this project was delivered by our female-led team of strategists and creatives, and hugely gratifying to collaborate with Kraft Heinz on a project that symbolises real-world action against gender equality.
execution
The first product line includes marinades, totopos, and meal kits, each variant having bold colours against the brand's Mexican Pink. Simple instructions complemented the brand story, emphasising its central position to the brand’s design.
launch!
launch!
Las Chicas has launched September 2023 and has set out to transform the Mexican cooking kit landscape, bridging the gap between convenience and genuine flavours. By winning hearts through its appeal, there will be a possibility to close gender equality gaps through brand-driven social enterprises in an industry that has long lacked these.
