A Tasty Tradition 

In 1968, La Nueva de Zacatecas opened its first store in Rio Grande, Zacatecas. Its founder Don Arsenio had an ambitious vision that went across boarders. 

With the support and collaboration of his wife, Doña Carolina and his sons, La Nueva de Zacatecas became one of the biggest tortilla shops on the United States, delivering tasty and traditional products to its customers across 11 stores in the Dallas metropolitan area. 

La Nueva de Zacatecas came to us to solve a complex brand architecture challenge among its several stores and products. The goal was to unified its retail store, restaurant (fondita) and products into one memorable and modern identity. 

Our strategic and design team developed a unique visual solution that aims to position one brand - La Nueva de Zacatecas - while explicitly describing the product or service the customer is buying. Inspired by the urban art and spaces of the city of Zacatecas, the result is a colorful and timeless logo that it’s built for new generations to come.

In order to build an integrated visual identity, our team designed new packaging, merchandising and essentials to unify the brand across all its stores and food-cart. 

Finally we designed a new website that embodies the tradition, flavors and variety La Nueva de Zacatecas has to offer to its customer