La Michoacana is a staple Mexican ice cream/snack shop in Longmont, Colorado. They came to us to reimagine their brand identity and packaging. While sharing the name with a much larger Ice Cream brand, I decided to take a different approach. Focusing on attracting a Gen-Z audience. We created a playful, engaging world of illustrations and photography keeping in line with the Latin identity. The goal was to balance the brand’s fun personality with its established reputation: Keeping the same customers while attracting new ones.