TaCanijo Tamales Brand Design
Identity | Packaging & Product Design |  
Freelance - 2026
Born from Joliet, Illinois, TaCanijo is a growing Mexican food brand known for its approachable take on classic favorites, bold personality and friendly neighborhood feel. This independent freelance project extended that personality into a new tamale brand, creating a visual identity that felt right at home alongside the TaCanijo family. I expanded their existing visual language through a playful icon set, custom logotype, and new mascot, building out a flexible identity that could carry the brand across packaging, digital platforms, and beyond—all while keeping their familiar and welcoming spirit.
New Logo

New slogan, "More Meat, Less Masa."

New supporting typeface, Sofia Pro

New icon expansion

Icons when used on wax paper packaging

New Mascot: Super Tamalicious, a tamal who wears a cape and uses the current TaCanijo soda cap as a shield!

Merchandise mockups of Super Tamalicious, taking inspiration from Mexico's current icon: Dr. Simi.

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