TIA LUPITA

We approached Tia Lupita with deep respect for the brand’s roots. We worked hard to preserve the love, heritage and authenticity that makes Tia so special while also evolving the brand expression to win at retail. Rather than reinventing the brand, we refined it. We optimized the logo for stronger impact, improved readability and greater recall, ensuring the brand could stand confidently on a crowded shelf while staying true to its original spirit.

Inspired by the vibrant homes cascading across the hillsides of Monterrey, Mexico, we infused the brand with a brighter, more energetic color palette that immediately lifted its presence. We introduced ingredient illustrations that celebrated native roots and flavor, adding taste cues and visual dynamism. The packaging came alive with renewed energy and personality, translating the warmth of the brand story into a design system that could not be overlooked.

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We also elevated the packaging architecture across the product line. The tortilla packaging was redesigned to create stronger shelf impact and clearer navigation within the set. For the cactus tortillas, we developed a distinctive expression that felt unique while remaining unmistakably part of the Tia Lupita family — strengthening cohesion while allowing innovation to stand out.

Our partnership extended beyond packaging into broader brand governance. From designing a giftable holiday box to supporting email marketing, website design and larger marketing initiatives, we ensured consistency and clarity across every consumer touchpoint. The result is a brand that kept its heart — and gained the boldness, clarity and cohesion needed to thrive at retail.

The results were transformative. Tia Lupita Foods gained national recognition after being featured on Shark Tank and securing investment from Kevin O'Leary, propelling the brand into the spotlight. What began in farmers markets and small local retailers quickly scaled into a national presence, expanding to more than 4,000 retail doors, including major partners like Kroger and Sam's Club. Distribution grew beyond the United States into Canada and Mexico, establishing Tia Lupita as an international brand. In 2025, the company was acquired by Vilore Foods Company, marking a new chapter of growth and cementing its evolution from a heartfelt small-batch beginning into a globally recognized food brand.

"We love the Frooishen team! They work hard to exceed our expectations. Our brand identity and packaging has evolved to what it is now thanks to their design team. We’ve been featured and complemented by many important marketing critics and industry publications. In addition, they have been an essential part of our online marketing strategy - from website design to connecting with our tribe to developing our online selling platforms."

Hector Saldivar / Owner & Founder - Tia Lupita Foods

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