Grupo Bimbo: Marinela

Expanding Horizons. Staying True to Tradition.

Consumer Research・Naming・Packaging Design・Product Photography & Illustrations・Design Implementation・Brand Guidelines・Digital Renderings・Packaging Prototyping

The Challenge

Marinela had built a loyal following among Hispanic consumers in the U.S., but growing beyond that base required a careful balance. The brand needed to broaden its appeal and improve shelf performance without abandoning the heritage and personality that made it iconic. That meant confronting real design barriers: appetite appeal that wasn’t landing with new audiences, a packaging system that lacked consistency, and a visual language that wasn’t doing enough work to invite discovery.

Our Approach

Kaleidoscope led in-depth consumer research to surface the specific barriers holding the brand back and identify where the design system had room to grow. From there, the work focused on building a refreshed packaging architecture that retained Marinela’s vibrant, expressive identity while improving clarity and shopability across the full portfolio. New illustrations brought the food story forward with appetite-forward detail, and a more consistent design language gave the line the cohesion it needed to perform at shelf.

Marinela Barritas, Gansito, Crowns, and Butter Crowns packaging spread showing the full redesigned packaging across cookies and snack cakes

The Impact

The updated packaging system is already delivering early wins in key U.S. markets. By evolving without abandoning what made the brand beloved, Marinela now has a design platform that speaks to a broader audience while staying true to the consumers who knew it first.