¡Yo Quiero!
INTEGRATED CAMPAIGNS + CAMPAIGN IDENTITY SYSTEM
Dips are a staple at snack time, parties, and gatherings, but most brands feel familiar and safe. Yo Quiero had the flavors people love, but its personality hadn’t broken through. Our goal was to give the brand a bold, confident voice that could live everywhere from social and display to out-of-home. We built a flexible, creative platform to make the brand impossible to scroll past.
Role
Art Director + Designer
Collaborators
CDs — John Roberts + Buffy Kelly
Copywriter — Megan Johnson
Agency — Wray Ward
Deliverables
Paid social ads
Digital out-of-home
Display ads
Animated gifs
Instagram highlight covers
The Challenge
Problem: People buy dips by habit, rarely noticing new brands. ¡Yo Quiero! had strong products but low awareness, so we needed to make the name memorable in just seconds.
Insight: Gen Z and Millennials connect with brands that show personality, humor, and attitude. Vibrant, quirky visuals and shareable moments make brands memorable both online and on the shelf.
Idea: We turned Yo Quiero into a mnemonic device — YO! — bold, playful, and impossible to forget.
Defining how ¡Yo Quiero! shows up
I developed a vibrant, flexible visual system that could carry multiple creative concepts while still feeling unmistakably ¡Yo Quiero!. It was built to scale across campaigns and channels.
The campaign at a glance
Campaign Visual Directions
Three distinct creative directions brought the system to life,
unified by a shared visual language.
Snack in Hand
PRODUCT STORYTELLING LED BY CRAVINGS
A photography-led creative concept designed to make flavor
the hero by putting the product literally in hand.
Perros
FOUR-LEGGED MASCOTS WITH ATTITUDE
Playful mascots that inject humor and personality while remaining grounded in the established visual system.
Talking Tubs
PACKAGING-LED BRAND VOICE
A copy-driven idea that lets the packaging do the talking,
putting the brand’s bold, playful voice front and center.
Organic Social Extensions
INSTAGRAM HIGHLIGHT COVERS + ANIMATED GIPHY STICKERS
The visual system was designed to extend naturally into organic
and social moments using the same consistent look and feel.
Results
+26% sales increase across eight markets
$1.3M sales lift from a modest media spend over three months
11.4M impressions and 70K+ clicks across midyear campaigns
The campaign helped reinforce Yo Quiero’s unapologetic personality across key channels, driving strong engagement in paid media.