Client:
DFA. La Vaquita
Country:
Task:
Imaginity created the quesadilla cheese and Oaxaca cheese packaging for La Vaquita's new ready-to-use shredded line: two traditional Hispanic cheeses in a convenient format for U.S. shoppers.
La Vaquita is a Regional brand we love, based on incredible small-batch products and a true Hispanic heritage. We created the packaging design for two very Hispanic product innovations: Oaxaca and Quesadilla Cheese, already shredded and ready to use. A special touch to add to your Mexican Recipes.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
The Challenge: Expanding a Traditional Line with New Products
The primary challenge was to create a new packaging design for two innovative products from La Vaquita, a traditional Hispanic brand: Oaxaca and Quesadilla Shredded Cheese. These products were unique as they were pre-shredded and ready to use, so the packaging needed to communicate this convenience while maintaining the brand's authentic heritage.
The Solution: Designing for Convenience and Heritage
We developed a design that not only highlighted the traditional Hispanic roots of the Oaxaca and Quesadilla cheeses but also emphasized their new, convenient format. The packaging was designed to be visually appealing, showcasing the qualities of each cheese and positioning them as an essential, special touch for Mexican recipes.
The Results: Enhanced Product Appeal
The project successfully delivered a new product line with packaging that effectively communicated both convenience and quality. The design for the pre-shredded Oaxaca and Quesadilla cheeses makes them stand out on the shelf, attracting consumers seeking authentic, easy-to-use ingredients for their Mexican dishes. This strategic approach helps to grow the brand by appealing to a wider market of home cooks.
Hispanic Heritage, Convenience and U.S. Retail Clarity
La Vaquita’s shredded Oaxaca and Quesadilla cheeses illustrate a central challenge in U.S. Hispanic packaging: introducing a convenient new format while retaining the cultural recognition of a traditional product. The package needed to communicate what the cheeses are, how they can be used and why the ready-to-use format is relevant, without weakening the brand’s established Hispanic identity.
This balance begins with understanding the audience. Country of origin, language preference, generation, household role and familiarity with the product can change the way shoppers interpret the same package. Our guide to U.S. Hispanic market segmentation explains how those differences influence language hierarchy, cultural cues, product communication and retail strategy.
The project is part of Imaginity’s broader approach to Hispanic branding and packaging design in the U.S., where cultural relevance must work alongside product clarity, appetite appeal and shelf performance. Explore how La Vaquita extended the same brand beyond packaging through a U.S. out-of-home brand activation.
For related capabilities, see Imaginity’s packaging design services and approach to product line architecture.
Designing for Familiar and New-to-Category Shoppers
La Vaquita’s packaging needed to communicate with two kinds of shoppers at the same time. Consumers familiar with Oaxaca and Quesadilla cheeses could recognize the product through its name, appearance and connection to Mexican cooking. Consumers encountering these cheeses for the first time needed a clearer explanation of the format, convenience and possible uses.
This dual audience makes information hierarchy especially important. The brand, cheese variety, shredded format and appetite appeal must work together without forcing the shopper to decode the package. Heritage establishes credibility, while product photography and benefit communication make the new format accessible. The design must respect what existing consumers recognize while reducing uncertainty for new users.
The same hierarchy needs to perform beyond the physical shelf. In retailer listings and delivery applications, the package may appear as a small image, making the brand, variety and shredded format the most important elements. Read more about packaging from shelf to screen and how design influences brand perception in U.S. retail.
As the range expands, a consistent product line architecture can organize cheese varieties, formats, benefits and pack sizes while preserving La Vaquita’s established identity.
