From Bogotá to Boston: A Tasty New Brand
BACKGROUND
Magic Empanadas, a startup CPG brand, was inspired by the owner’s family restaurant in Bogotá, Colombia. Their belief that each empanada holds a magical mix of simple, authentic ingredients was the heart of our design approach. We created bold, vibrant designs inspired by Colombian culture and flavors.
DELIVERABLES
Logo Design • Brand Design System & Guide • Brand Patterns • Branded Icons and Badges • Packaging Concepts
Impact, Flexibility, and a Touch of Magic
We designed the Magic Empanadas logo to ensure legibility at both small and large scales, guarantee it worked seamlessly in one color, and add a touch of 'magic' to visually tie back to the brand’s name. Several design options were created during the process. Regardless of the winning option, we felt confident in each design expressing their unique story while maintaining versatility and impact.
Drawing Inspiration from Colombia
For the brand pattern, we drew inspiration from the iconic Colombian sombrero, a hat that’s instantly recognizable and rooted in the country’s culture. After speaking with the founder of Magic Empanadas and others familiar with Colombian traditions, it became clear that this hat was a perfect symbol to reference the product’s Colombian origins. The pattern we created subtly references the hat while also being something new, the brand can own.
