La Lechera

La lechera Acquired by Nestlé in 1984, La Lechera, which means Milkmaid in Spanish, was due for a light packaging refresh of its North American image. The new direction needed to reach broader segments of acculturated Hispanic audiences, including general market customers outside Latino markets.

We carefully considered the brand's legacy, the Milkmaid, as its most recognized brand attribute by reintroducing her as an all-over illustration to celebrate who she and her role as ambassador of La Lechera. We also reimagined a system for framing product photography and a color band system to improve product differentiation at a glance on the shelf.