La Michoacana found that its packaging wasn’t keeping up with newer players in the frozen aisle. The dated design couldn’t capture customers’ attention – even those who grew up eating paletas.

The brand needed to modernize to better compete and connect with younger consumers, without losing what made La Michoacana iconic in the first place.

Modernizing a brand with a strong cultural throughline often risks muting its history. We listened to consumers’ thoughts and ideas about La Michoacana as a whole with the intent to preserve the vibrant history that put their paletas on the map.

First, we asked current fans what they liked about the branding and packaging to learn what resonates with them. We found that people love the real fruit in the product and enjoy seeing that represented on the packaging

The brand’s visual equity – a signature bright pink, lush fruit imagery, and La Niña became foundational elements in our redesign strategy.

We modernized the message, cleaned up the overall look and feel, and designed around the brand’s ownable bright pink color that pops behind freezer doors. Fruit imagery, once jumbled and confusing, is now balanced to communicate flavor, while a paleta with a bite taken sits front and center to enhance appetite appeal.

We also developed a custom font inspired by Mexican paleterias and adorned each box with patterns and details rooted in Mexican culture, for authenticity that doesn’t need explanation. The new design strikes a balance between Mexican nostalgia and modern-day frozen treat, helping La Michoacana shine bright as the most authentic and delicious paleta brand in the freezer aisle.