Multicultural Rebranding for Nestlé Dulcería

neslte dulceria packaging group


Nestlé, a global leader in the confectionery market, sought to refresh the branding of its iconic candy lines—Nerds, Laffy Taffy, Fun Dip, and Pixy Stik—specifically for the Hispanic market in the United States.

What I Did:


The primary objective was to infuse the brand with a multicultural essence that resonates with Hispanic consumers while preserving the playful and vibrant spirit of the candy. This rebranding needed to navigate cultural nuances sensitively and effectively, ensuring the new packaging design not only captivates but also connects with the target audience on a deeper level.

My Approach:

Drawing on extensive research in the confectionery industry and my background as a Multicultural designer, I embarked on a creative journey that married cultural insights with design innovation. By embracing the rich tapestry of Hispanic culture, I aimed to craft designs that are not just seen but felt, creating an emotional bond with the consumer.

new pixy stick dulceria packaging
new laffy taffy dulceria packaging
new nerds dulceria packaging
new fun dip dulceria packaging


The redesign introduced a series of key elements that bring the essence of Hispanic culture to the forefront:

  • A vibrant color palette inspired by Hispanic art and festivities, ensuring the packaging pops off the shelves and captures the eye of consumers.
  • The integration of traditional patterns and motifs that pay homage to the rich cultural heritage, lending authenticity and depth to the brand’s visual identity.
  • Typography that reflects the energy and dynamism of Hispanic culture, enhancing the overall appeal and ensuring the packaging speaks directly to the target audience.
  • The careful consideration of cultural symbols and elements that resonate with the Hispanic community, fostering a sense of pride and belonging.


The multicultural rebranding of Nestlé Dulcería has been met with enthusiastic approval from both the Hispanic market and the broader audience. Key achievements include:

  • Significant enhancement in brand engagement, particularly among Hispanic consumers, who have expressed a deep connection with the new packaging.
  • A noticeable increase in sales figures, indicating that the rebranding has successfully tapped into the target market’s preferences and desires.
  • Positive feedback on the cultural authenticity and vibrancy of the design, reinforcing Nestlé’s position as a brand that understands and celebrates multiculturalism.
  • An expansion of the brand’s reach, attracting a diverse consumer base and setting a new benchmark for inclusivity and cultural sensitivity in product branding.

packaging group dulceria

The Nestlé Dulcería project exemplifies the power of culturally informed design to not only revitalize a brand but also forge meaningful connections with a diverse consumer base. This initiative underscores the importance of embracing and celebrating cultural diversity in every aspect of branding, paving the way for a more inclusive and resonant market presence.