Las Chicas
Creating Las Chicas as a purpose-led platform to champion the next generation of female culinary talent. Kraft Heinz launched the brand to close the gender gap in professional kitchens - supporting ambitious chefs and inspiring a more inclusive future for food.
Creating Las Chicas as a purpose-led platform to champion the next generation of female culinary talent. Kraft Heinz launched the brand to close the gender gap in professional kitchens - supporting ambitious chefs and inspiring a more inclusive future for food.
Challenge
Challenge
Mexican Cuisine. Recast.
Research revealed a startling truth: 95% of respondents believe that the Women of Mexico are the secret behind Mexican cuisine, yet only 6% of global head chefs are female. We were tasked by Kraft Heinz to innovate a new to world brand that would support the next generation of female chefs and in turn help close the culinary gap.
Research revealed a startling truth: 95% of respondents believe that the Women of Mexico are the secret behind Mexican cuisine, yet only 6% of global head chefs are female. We were tasked by Kraft Heinz to innovate a new to world brand that would support the next generation of female chefs and in turn help close the culinary gap.
Solution
The Fiercely Mexican Woman.
In a crowded, cliché-heavy category, we saw an opportunity to bring a more human, proudly feminine perspective to Mexican cuisine. Inspired by ‘Fiercely Mexican’, we crafted a bold, modern identity that celebrates the spirited mexican women behind the food, with vibrant ‘papel picado’ visuals and illustrations by Mexican artist Ales Ballesteros. A refreshing take that cuts through the noise and challenges tired Tex-Mex tropes.
In a crowded, cliché-heavy category, we saw an opportunity to bring a more human, proudly feminine perspective to Mexican cuisine. Inspired by ‘Fiercely Mexican’, we crafted a bold, modern identity that celebrates the spirited mexican women behind the food, with vibrant ‘papel picado’ visuals and illustrations by Mexican artist Ales Ballesteros. A refreshing take that cuts through the noise and challenges tired Tex-Mex tropes.
Impact
6 months on from launch being picked up in premium channels, with no media spend. (Ocado, Waitrose, Sainsbury’s)
6 months on from launch being picked up in premium channels, with no media spend. (Ocado, Waitrose, Sainsbury’s)
Picked up Best Visual Identity for the FMCG Sector at the Transform Awards 2024
Client
Kraft Heinz
Kraft Heinz
Industry
Food
Food
Service
Brand Creation
Brand Creation
Brand World
Brand World
Packaging
Packaging
Region
UK
UK
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