Disclaimer:

This project was created as a fun way to showcase the logo design process—offering insights for the next generation of designers and potential clients. It’s not intended to solicit business from the brand or critique the original designer or design team. For us, the best part of the design process is that “aha” moment when a strategic problem is solved. This project aims to capture and share that experience.

In 1950, on the sandy shores of Varadero Beach, Cuba, a teenage Alejandro Cepero took his first steps toward a dream—selling his mother’s tamales from a shoulder-strapped tin can. Decades later, that dream became Catalina Foods, a leader in Caribbean food processing, delivering high-quality, authentic flavors to markets worldwide.When tasked with reimagining the brand identity, my goal was clear: honor Catalina’s rich heritage while modernizing its visual presence. The new identity needed to capture the essence of family, tradition, and authenticity, while positioning the brand for future growth.From logo design to typography, color palettes, and photography guidelines, every detail was carefully crafted to reflect Catalina’s legacy and bold vision ahead.

Explore the full project below.