Fried pork rinds are an indulgent treat! For Goya’s redesign there was a desire to maintain the “piggy” character and possibly some of the farm elements. Reducing the Goya logo allowed for more personality and flavor communication. The bold, black panel with the new “piggy” character resembles a sign outside a roadside barbecue restaurant.




Based off of the original package architecture, including the original pig character illustration.

Hand Painted Signage

Hand-painted style typically used by barbecue restaurants, food trucks, and roadside stands.  

BBQ Joint

Rustic, gritty barbecue elements including texture, color, and typography 

Latin Flair

Elements of Hispanic culture, such as the angular repeated patterns and bright color palette. 

Character Development

A new, more modern and ownable pig character