Chica: HEB® Private Label Beauty Brand

• Package Design • Line Extension • Final Art Production

HEB®, a supermarket chain based in Texas, wanted a new look to match their private label beauty line, Chica. Chica wasn’t meant to follow the same design guidelines as HEB’s corporate look, allowing me the freedom to play with colors and patterns and utilize those elements to make something fun, bright and eye-catching. For these products, color not only plays a big role in shelf impact, it also aids in ease of shopability as each color is used to represent a different category.