Our work with La Famosa began with a fundamental question to clarify what the concept should be, where on the scale between generally Latin Caribbean and specifically Puerto Rican do we fall? Inspired by Chef Joancarlo’s heritage and an existing presence of Cuban and Caribbean fusion options the answer was clear: put Puerto Rican pride front and center. We embraced familiar images of Caribbean themes and the Puerto Rican flag but presented them in unexpected ways. The color palette, halftone images of pineapples and beaches, and illustrations inspired by fruit stickers, come together to create a brand that is both nostalgic and a little offbeat.