Lucía


Identity uplift and expansion of a Puerto Rican goat cheese company
 

Spring 2021

Previously called Queso de Cabra Lucía, the family-founded goat cheese company was in need of a brand refresh. We provided positioning for a flexible and comprehensive brand experience across their exisiting products and the renovated Quesería factory.
 

Instructor

Alberto Rigau

Collaborators

Lindsay Caslin, Liz Chen, Ann Salman, Kailyn Byers

Areas of Focus

Identity, Service, Positioning, Wayfinding



The accent mark in the logotype’s “i” references a wedge of goat cheese, while the supplementary illustrations of tropical foliage nod to the brand’s Puerto Rican heritage.







The Quesería implements a wayfinding system that ties back to the Lucía brand.