Crafting an authentic brand.

When J&J Snacks wanted to enter the frozen Mexican food category, I worked with their agency to help craft the new brand name. After conducting a competitive survey, I 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.