United Supermarkets

Mi Pueblo

United Supermarkets, a grocery chain with locations throughout Texas, was founded on the belief that people drive business, not processes. When United chose to launch an all-new brand of tortillas, the company partnered with me to define the brand strategy and packaging design.

The handcrafted illustration has become a symbol for the brand. Over time, the packaging has evolved further to incorporate a wider variety of flavors and grains. And today, the brand may be found in stores across North Texas, West Texas, and the Texas Panhandle.

United Supermarkets
Packaging Design
Completed at
Imaginaria Creative
The Dieline

A Home Away From Home

With food, consumers choose a particular brand not only to eat but also to visit the past and make family recipes. Food is a nostalgic trip down memory lane.

Nostalgia comes from two Greek words, nostos (homecoming) and algos (ache). Nostalgia was considered homesickness. A word that has long been mentioned in Biblical books and Greek mythology. Today, the word means sentimentality for the past, typically for a period or place with positive associations.

And that’s what a lot of food and restaurant brands tap into. These brands allow people to visit a home away from home, Mi Pueblo.