Chicas

We partnered with Chicas to refresh their branding and packaging to better tell their joyful brand story and modernize the brand.

Capabilities

Branding

Packaging Design

Consumer Insights

Brand Story

Challenge

With private equity support behind it, Chicas was growing their distribution footprint and their product lines. However, the packaging and branding did not live up to the brand promise and convey what makes this brand so unique and beloved.

Action Taken

DuPuis partnered with Chicas to modernize the brand and packaging to match the product’s premiumness and celebrate the family story that is at the soul of the brand. We developed several ways-in to modernizing both the logo and the packaging, and conducted consumer research to understand which had the most potential and how to optimize the winning design. From there, we finalized the design and extended it to all SKUs. We also crafted a brand story and callouts that emphasize the family origins of the brand and the premium features of the product. The engaging, custom illustration running across the top of all bags highlights the founder and her sisters, the “chicas” behind the brand, as well as the real tortilla chips from which the product is made.

Results

The joy that went into creating the product and the joy that consumers feel when eating the irresistible chips now shines through the branding and packaging. The new packaging launched on shelves in October 2024.