Las Pibas Empanadas was born in response to a need in Westchester County to diversity in food. The value proposition was that it was a homemade product and also “good for you, good for the environment, good for our community.” This brand’s voice needed to be friendly and familiar but also evoke tradition and quality. The use of a simple logo, colors, typography and native patterns reflected that. 
The packaging represented a challenge. It needed to be eco-friendly and to maintain the food hot as the empanadas had to travel from the factory to the customer’s house. It was also critical that the price of the packaging was integral to the overall price of the product .