Challenge: Reimagining Casa Cocina for a Growing Market

Casa Cocina, a beloved Latin-inspired food brand, needed a brand identity revitalization to better connect with today’s Costco shoppers—consumers seeking authentic, high-quality, and exciting culinary experiences. The challenge was twofold:

1. Refining the brand name to a more culturally authentic and appropriate spelling while maintaining brand recognition.

2. Refreshing the packaging design to create a vibrant, engaging, and contemporary look that would stand out in Costco’s competitive food aisles.

Solution: A Cultural & Visual Transformation

Through our brand naming study, CIULLA ASSOC helped Casa Cocina evolve into a name that better reflects its authentic heritage. The new logo design retains key brand equities, such as the recognizable Casa ‘house’ icon, while adopting a more modern, impactful aesthetic to attract adventurous food lovers.

To bring the Casa Cocina experience to life, we:

• Revamped the packaging design with bold, vibrant colors and dynamic pattern artwork that celebrate the festive nature of the brand.

• Enhanced visual storytelling with new food photography, shot by Stephen Hamilton Productions, capturing the rich flavors, textures, and excitement of Casa Cocina’s offerings.

• Developed a cohesive brand system, ensuring consistency across all product lines with updated brand guidelines and production artwork.

The new brand identity and packaging reflect Casa Cocina’s ethos—Taste The Fiesta!—inviting consumers to enjoy delicious, high-quality meals that feel like a celebration with every bite.

Results: A Standout Presence in Costco

Following the rebrand, Casa Cocina has:

• Strengthened its appeal among Costco’s multicultural and experience-driven shoppers.

• Enhanced product visibility with a bolder, more engaging shelf presence.

• Created a more authentic, culturally relevant brand identity that resonates with modern consumers.

The Takeaways

• Cultural Authenticity Matters – Evolving the brand name and visual identity to better reflect its heritage helped strengthen Casa Cocina’s connection with consumers.

• Vibrant Packaging Sells – Bold colors, engaging patterns, and appetizing photography elevate product desirability and stand out on crowded retail shelves.

• A Strong Brand Story is Key – Positioning the brand around celebration, flavor, and festivity enhances emotional appeal and consumer loyalty.

Elevate Your Brand with CIULLA ASSOC

Looking to refresh your brand identity and packaging for maximum impact? CIULLA ASSOC specializes in crafting dynamic brand strategies that captivate consumers and drive sales.