Abuela Amorosa

INSIGHTS // NAMING & IDENTITY // BRAND DESIGN

When J&J Snacks wanted to enter the frozen Mexican food category, they enlisted Honey to research, craft and design the new brand name, identity and packaging system. After conducting a competitive survey and online research study, our insights team keyed in on the concept of the “abuela” — or grandmother — who embodies the passion, tradition and conviviality of the authentic Mexican kitchen.  “Amorosa” (or “loving”) was added to capture the Latina archetype’s love of life and family, and the Abuela Amorosa brand was born.