Pepito Products: Rebrand
Business Rebrand:
With this project being close to my heart, I wanted to recreate a timeless logo and brand that embraces their story.
Pepito Products has been a family-owned business since 1957. Jose Gutierrez Sr., my Abuelo, came to the United States from Monterrey, Mexico, to build a better life for himself and his wife. He wanted to provide quality spices and many other Mexican Delicacies to those in Corpus Christi, Texas, and today his son Jose Guiterrez Jr. continues to build the dream that his father once had.
My challenge was strategically refreshing the brand in a way that didn’t confuse existing customers or make it seem as though Pepitos Products was still owned by the original owners.
The approach was to be evolutionary, rather than revolutionary and to build on the personal story of this store being passed down from father to son.
The original logo was an illustrated image of Pepito “Jose Jr. “ as a baby wearing a sombrero hat. In order to modernize, I moved forward with a silhouette of a man wearing the classic sombrero hat.
As for colors, I opted for colors that resemble the spices they sell at the store. And the patterns, I wanted to embrace the Mexican culture.
