Gran Sazón

Gran Sazón, one of Gordon Food Service's oldest owned brands, brings Latin products to tables across the U.S. and Canada—but it was often perceived purely a Mexican brand, leaving much of its catalog in the shadows. We set out to create a refreshed brand identity that celebrated latin culture as a whole, without tying it to a single country. A clear opportunity emerged in the shared tradition of arts and crafts shared across these cultures. Two concepts were developed around this idea—paper arts and sign painting—both prevalent throughout Latin America. The final identity wove together elements of each concept, leaning into sign painting as the core inspiration. Bright, saturated colors paired with expressive typography contrasted againsted a structured grid. The result: a brand that honors its culutral roots while feeling re-energized and ready to tell its full story.