Evolving YEMA Private Brand- From Concept to Shelf

As the Brand Manager & Creative Director at YEMA, I led the development and expansion of our private brand’s visual identity for five years. Over this period, I supervised and created over 400 packaging designs, growing YEMA’s private brand to 40% of our 2000+ SKUs while ensuring consistency, adaptability, and strong brand recognition across multiple categories.

The Challenge

  • Develop a scalable packaging system that could adapt across multiple product categories without losing brand consistency.

  • Maintain high design standards while ensuring accessibility and affordability.

  • Differentiate YEMA from competitors while reinforcing our mission: better-for-you, better-for-the-planet products.

  • Balance aesthetics with consumer trust, clarity, and functionality on the shelf.

Designing for Shelf Impact

To ensure a strong in-store and online presence, we focused on:

  • Clear product communication—essential for consumer trust.

  • Sustainable packaging choices to align with YEMA’s mission.

  • Visually striking yet simple layouts for easy recognition.

This project highlights how we built a cohesive brand experience, making organic and sustainable products more accessible to the Mexican market.

Impact & Growth

  • 400+ private brand packaging designs launched

  • 40% of YEMA’s SKUs covered by our private brand

  • Strengthened consumer loyalty and recognition

  • Established YEMA’s private brand as a trusted choice for organic, better-for-you products

This project wasn’t just about packaging—it was about building a brand that connects with consumers. Through strategic design, we positioned YEMA’s private brand as an affordable, high-quality alternative in the Mexican supermarket landscape.

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