Packaging Design That Connects with U.S. Consumers
Global Creativity. Cultural Relevance. Commercial Impact.
At Imaginity, we specialize in branding and packaging design that resonates with today’s U.S. consumers. With decades of experience working across global and Latin American markets, we create design systems that are not only visually striking but strategically tailored to each audience and category.
Whether you’re launching a new brand, refreshing a product line, or adapting a global identity for the U.S. market, we help you succeed through design that connects. Our packaging and branding solutions perform across every channel—on shelf, online, and in consumers’ lives—ensuring consistency, clarity, and relevance in an evolving retail landscape.
What We Bring to the U.S. Market
Understanding how brand identity translates across categories and communication channels is especially critical when designing for U.S. consumers—who engage with brands across a wide range of digital, in-store, and experiential touchpoints. At Imaginity, we bring over three decades of experience as a branding and packaging design agency, creating identities that perform consistently across mediums, from supermarket shelves to e-commerce platforms and branded spaces. Our approach blends creative expertise with market insight to help brands stand out, stay relevant, and build long-term value in a fast-moving U.S. retail landscape.
This includes not only understanding visual strategy and execution, but also how culture and emotion influence consumer behavior. For U.S. brands seeking to connect with mainstream and multicultural audiences alike, packaging design must go beyond aesthetics. It must speak the language of the consumer—visually and culturally. That’s why our branding and packaging design work is rooted in both strategy and empathy, ensuring that every visual element supports relevance, clarity, and connection.
Culturally Attuned Packaging Design
Packaging design must resonate with the people it aims to reach. For brands in the U.S. market, this means understanding the nuances of a diverse population that spans mainstream consumers and multicultural segments. Culturally attuned design involves more than just translating language—it requires interpreting visual cues, lifestyle behaviors, and emotional triggers in a way that connects meaningfully with the target audience.
Incorporating this depth of insight leads to packaging that feels familiar yet fresh, helping brands stand out while remaining relevant. Whether designing for a mass-market snack brand or a niche premium product, aligning the packaging aesthetic with U.S. consumer expectations—while tapping into multicultural values and habits—builds authenticity and trust.
At Imaginity, we bring more than 25 years of experience creating packaging that balances universal appeal with cultural specificity. Our work with leading brands across North and Latin America gives us a unique lens into the behaviors, preferences, and cultural signifiers that drive purchasing decisions in the U.S. market.
End-to-End Brand Building
Successful brands are built from the ground up with strategy, creativity, and consistency. From initial naming and brand positioning to logo design, packaging systems, and retail execution, every step plays a role in how a brand is perceived and remembered. End-to-end brand building ensures that each touchpoint supports the same core identity, delivering a cohesive story.
This holistic approach helps brands scale intelligently. A well-thought-out packaging system, for example, can accommodate future line extensions without losing consistency. Likewise, point-of-sale materials and shopper marketing elements should reinforce the same brand message, maximizing visibility and engagement in retail environments.
Imaginity specializes in full-spectrum brand building. We’ve helped companies create new brands from scratch, refresh legacy identities, and extend their presence across retail, digital, and physical spaces. Our integrated process ensures that everything from your naming to your on-shelf presence feels unified and impactful.
Omnichannel Design
The modern shopper navigates fluidly between digital and physical retail, making it essential for packaging and branding to perform across channels. Omnichannel design focuses on optimizing visual communication for everything from a store shelf to an Amazon thumbnail, ensuring consistency and clarity no matter where the consumer encounters the brand.
Designing for digital platforms requires different visual strategies than for traditional retail. On mobile or e-commerce platforms, packaging must grab attention in seconds, with legible typography, clean hierarchies, and clear product cues. Meanwhile, in-store packaging must balance sensory appeal with shelf impact and functional usability.
Imaginity’s approach to omnichannel design blends aesthetic excellence with performance-driven strategy. Our packaging and branding work has been successfully implemented in leading brick-and-mortar chains and digital platforms like Amazon and Instacart, helping brands thrive across the full retail spectrum.
Global Brand Adaptation
Expanding into the U.S. means more than just entering a new market—it requires cultural translation, legal compliance, and consumer alignment. Global brand adaptation focuses on refining and localizing core brand assets so they resonate within the U.S. context while maintaining integrity with the original brand DNA.
This process involves adjusting not just language, but visual expression, tone, and brand behavior. For example, typography, imagery, and iconography may need tweaks to appeal to American preferences or meet regulatory guidelines. A successful adaptation balances familiarity for existing customers with accessibility for new ones.
Imaginity has worked with global companies across Europe, Asia, and Latin America to tailor their brand identity for U.S. expansion. Our cross-cultural design expertise ensures that your brand feels at home in the U.S.—without losing the essence that makes it unique.
Multicultural Expertise
Today’s U.S. market is not just diverse—it’s multicultural by default. Hispanic, Black, Asian, and multiracial consumers collectively drive purchasing trends and cultural influence. Packaging and branding that reflect this reality—not just superficially, but authentically—build stronger emotional connections and brand loyalty.
Multicultural expertise involves understanding cultural heritage, visual codes, language use, and shared values across different communities. It’s not about clichés or broad generalizations, but about representing real, lived experiences in ways that resonate and include.
At Imaginity, we’ve developed deep multicultural expertise through decades of work with clients across Latin America and the U.S. Hispanic market. From bilingual packaging to culturally sensitive branding, we help clients create designs that speak to multicultural consumers with authenticity and respect.
Featured U.S. - Market Projects
Wise Snacks – 100-Year Anniversary Packaging
To celebrate Wise Snacks’ 100-year milestone, Imaginity crafted a bold, retro-inspired packaging design that honored the brand’s heritage while reigniting relevance on today’s shelves. The limited-edition retro pack brought back nostalgic design elements, with refreshed typography and vintage cues that resonated with long-time fans and new consumers alike.
The commemorative packaging wasn’t just a design update—it became a storytelling tool. Through the use of historic visual references and brand symbols, we created a compelling moment for consumers at the point of sale. The result was an impactful campaign that reconnected the brand with its roots while strengthening shelf presence in the competitive snack category.
Centurion Caviar – Premium Branding and Packaging
For Centurion Caviar, a luxury gourmet brand, Imaginity developed a refined visual identity and packaging design that evoke exclusivity, sophistication, and simplicity. The project began with a clean, elegant logo that draws on classic typographic elements and subtle geometry to reflect the product’s premium nature.
The packaging features a minimalist aesthetic enriched with luxurious textures and finishes, perfectly aligned with the brand’s high-end positioning. Every detail—from the color palette to the label composition—was carefully designed to appeal to discerning consumers who value elegance and quality. The result is packaging that combines shelf impact with understated luxury, ideal for a top-tier gourmet product.
Rabieta Craft Beer – Custom Bottle Design
Imaginity designed a custom glass bottle visual identity that captured the rebellious character of this Argentine craft beer brand. The bottle’s unique horseshoe shape, rustic embossing, and distinctive label zone were engineered to evoke artisanal authenticity while functioning seamlessly in industrial production and distribution.
This bottle identity was created to reinforce the brand’s bold, independent spirit. From shelf to bar, Rabieta now stands out with a visual language that combines craft personality with wide commercial appeal, helping the brand grow in both local and export markets.
Wise - Dips & Salsa: Bold New Look - Flavor Meets Shelf Impact
At Imaginity, we partnered with Wise Snacks to revamp the packaging design of its Salsa con Queso and French Onion Dip products—two staples in its flavor lineup. The goal was to refresh their shelf presence with a more contemporary look while staying true to the brand’s familiar appeal. Our strategy focused on enhancing appetite appeal through vivid ingredient photography, bolder flavor cues, and a restructured visual hierarchy. This redesign not only aligned the dips with Wise’s updated brand system but also elevated their impact within the competitive U.S. snack aisle, making them instantly recognizable and visually more appetizing.
To deepen the emotional connection and improve shopper marketing effectiveness, we also introduced modern, handcrafted typography that adds a hint of warmth and authenticity. The color palette was carefully chosen to differentiate flavors while preserving overall brand cohesion. As a design agency with decades of experience in branding and marketing strategy, Imaginity understands how to balance tradition with innovation. The new packaging reflects Wise’s heritage while positioning the dips as bold, flavorful choices for today’s consumer—capturing attention in both brick-and-mortar stores and online platforms.
Real Estate Branding - Distinctive Brand Identities for Miami Projects
Real estate branding requires a thoughtful blend of visual identity, strategic positioning, and connection to place—and our work on Vizcaya Park and Wynwood Blocks illustrates how branding can elevate and define a development. For Vizcaya Park, a mixed-use urban project south of Brickell in Miami, we created the name and brand identity to align with the elegance and heritage of its surroundings, including the Vizcaya Gardens Museum and nearby train station. The result is a timeless, sophisticated identity that respects the area’s history while positioning the project as a contemporary destination for living, working, and leisure.
In contrast, Wynwood Blocks called for a brand that captured the creative pulse of Miami’s Wynwood Arts District. Here, the identity draws on the district’s eclectic energy and architectural language, delivering a modular, modern logo that reflects both the area’s cultural dynamism and the project’s forward-thinking vision. Together, these two projects highlight how Imaginity tailors real estate branding to reflect a development’s context, community, and character—creating lasting impressions and market relevance.
Mercado Libre – Unified Brand Identity System
Mercado Libre is the leading e-commerce and fintech company in Latin America—and the only Latin American company named to the TIME100 Most Influential Companies list, recognized in for its impact on the retail sector. With over 25 years of sustained growth, the company now reaches more than 100 million unique e-commerce buyers and processes nearly $200 billion annually through its fintech platform, Mercado Pago, which serves over 60 million monthly active users. Its scale, influence, and innovation make it one of the most prominent tech companies in the region.
To support this growth, Mercado Libre needed a unified brand system capable of scaling across platforms, categories, and countries. Imaginity partnered with the company to redesign its core identity—modernizing the iconic handshake logo and creating a cohesive visual architecture that connects its expanding ecosystem of services, including Mercado Pago, Mercado Envíos, and Mercado Shops.
The result is a flexible but consistent branding framework that reinforces Mercado Libre’s core values of trust, accessibility, and innovation. This streamlined system enhances brand recognition, simplifies navigation across services, and positions Mercado Libre as a powerful, integrated digital ecosystem—ready to scale not only throughout Latin America but also into the U.S. and global markets.
Deep River Snacks: Flavorful Expansion and Seamless Brand Integration
For the launch of Deep River’s new potato chip flavors in the U.S: —Zesty Lime and Chimichurri—Imaginity, a leading design agency specializing in branding and packaging design, created eye-catching packaging that extends the brand’s identity while introducing bold, flavor-forward visuals. Designed to align with the existing Deep River product line, the new packs use vibrant ingredient imagery—fresh herbs, citrus, and seasonings—paired with the brand’s signature chip bowl layout. This strategy not only enhances shelf impact but also ensures seamless brand recognition across retail channels.
By combining strategic marketing insight with creative execution, Imaginity delivered packaging design that strengthens Deep River’s presence in the competitive U.S. snack food market. The balance between appetite appeal and visual consistency reinforces the brand’s premium, handcrafted positioning. These flavor launches demonstrate how thoughtful, cohesive brand design can support product innovation and drive shopper engagement in both traditional and omnichannel retail environments.
Why U.S. Clients Work with Imaginity
- Proven experience with U.S.-facing teams at PepsiCo, Nestlé, Wise Snacks, Unilever, Kimberly-Clark, and more.
- Seamless collaboration across time zones, with full bilingual support.
- Creative rooted in strategy, culture, and results.
- Trusted by global brands and challenger startups alike.