United States   |  2020

MUSE Design Awards Silver Winner

Siete Foods Packaging

Entrant Company

Drawn Agency

Category

Packaging Design

Client's Name

Siete Foods

Sub-Category

Snacks, Confectionary & Desserts

Siete is a Mexican-American food brand, rooted in family, that makes delicious grain free products. After a few years of consistent growth, Siete began looking for an agency to aid them on their journey from inventive and successful startup to nationwide household name — without quashing the company’s characteristic warmth and one-big-happy-family feel. As they shopped around, they noticed that agencies frequently had their own visual styles and aesthetic tendencies, which often shaped their clients’ brand identities and rendered them indistinguishable from one another. In early 2018, Siete found Drawn and loved that all of our work looked totally different. (We take a lot of care to make sure that the brands we create accurately reflect the companies that they represent.) The Siete brand is grounded in its strong Mexican-American heritage and a rock solid priority list: Family first, family second, business third. That makes it easy to maintain a consistent brand identity and tap into Siete's personality as we expand the brand, designing dozens of products that land in different aisles at the grocery store, from shelf-stable chips and hot sauces to refrigerated tortillas and dips. Our team has spent time getting to know (and love) the Siete way of life. We sat around their family table and heard their stories, met their growing family, and began the work of understanding what makes them, well, them — at that deep-down level. The process helped us identify those nuances that matched Siete, and those nuances that did not. Over time, we have become more familiar with the company and the family behind it, and we’ve become better at translating that personality into a brand that’s rich with goods and experiences that are equally full of life; capturing that feeling you have when joining the Siete familia for a backyard fiesta. Everything that we design for Siete is really a reflection of their truly unique brand personality: vibrant yet grounded, flavor-forward yet health-conscious, universally appealing yet on-a-first-name-basis.

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