Retail & Brand Systems

At a design studio in Puerto Rico, I led creative direction for consumer brands, developing scalable identity systems, packaging overhauls, and launch campaigns for retail market growth.

A teal background with a cartoon chef holding an onion, with the word Parabién in bold letters underneath, and a small Pan Pepín logo below.

Pan Pepín
ParaBien Wellness Line & Packaging Overhaul

Creative Lead & Art Director  |  Naming, Brand Architecture, Packaging & Digital Campaign  |  Team: Designers, Copywriters

Five packaged types of bread in colorful wrappers displayed against a light background.

The Challenge
Pan Pepín had a positioning problem: the brand had deep consumer trust as the Caribbean’s leading bakery, but the new wellness line didn't reflect that. The traditional visual language failed to engage health-conscious consumers, limiting its potential in a competitive retail segment.

The Solution
As Creative Lead, I directed a full identity, naming, and packaging overhaul to establish clear visual hierarchy and shelf standout. We built a cohesive, minimalist design system across their starting product lineup (including Al Grano, Panketo, and Sin Azúuuca) and oversaw the multi-channel digital launch. It became their most successful campaign to date, effectively establishing the brand's presence in the premium health aisle.

Three packages of paraffin wax sticks with brown paper wrappers, with a decorative wheat design, positioned against a light background with wheat illustrations and decorative lines.
Open magazine featuring ParaBiEn bread products with a yellow and brown packaging design. The left page contains the ParaBiEn logo, a cartoon character, and text promoting the bread with simple ingredients, no preservatives, and made in Puerto Rico. It highlights the bread's 12 grains and seeds, 5 grams of protein, and 3 grams of fiber. The right page shows a close-up image of the bread in yellow packaging labeled 'Al Grano' with an illustrated background of wheat.
Billboard advertisement for Parabién Whole Grain Bread with an orange background and a circular graphic behind it.
Blue banner advertising sugar-free sweetener with images of the product, Spanish text highlighting it contains no sugar, and nutritional information.
Packaging of ParaBién rolled oats containing oats and grains, with illustrations of wheat and leaves around it on a peach background.
Advertisement for Panketo, a product with 1 gram of net carbs, featuring three packages of the product on a pink background with red honeycomb graphics.