LIL' GOURMETS—

INSPIRING
ADVENTUROUS

EATERS

LIL'
GOURMETS—

INSPIRING
ADVENTUROUS

EATERS

LIL'
GOURMETS—

INSPIRING
ADVENTUROUS

EATERS

Services

Brand Strategy

Brand Identity Design

Package Design

Copywriting

The Challenge

Lil’ Gourmets came to Frooishen at a pivotal time in their brand journey. Known for their fresh, globally inspired, veggie-first baby foods, the brand made the strategic decision to transition from cup packaging to a more convenient squeeze pouch format.

With this change underway, Lil’ Gourmets engaged Frooishen to lead the redesign of their packaging and guide the evolution of their brand identity. Our focus was on preserving existing brand equity while improving communication hierarchy, clarifying their unique value proposition and enhancing visual storytelling to resonate more deeply with both current and new consumers.

The Strategy

Our strategy focused on broadening Lil’ Gourmets’ appeal to both kids and parents while reinforcing the core promise: Veggie First. Global Flavors. Fresh Ingredients. The new identity needed to clearly communicate these points, stand out on shelf and resonate with today’s health-conscious, flavor-seeking families.

Bringing the Updates to life

We aimed to strike a balance between everyday relatability and a sense of discovery.

The refreshed logo brings the brand to life, with warmth and meaning. A bold yet approachable purple background now anchors the brand block, aiding visual recognition while delivering a more expressive and emotionally resonant identity. The playful chef’s hat adds a touch of charm and hints at the inspired global flavors behind each recipe.

To emphasize the quality of ingredients, we incorporated a mix of illustration and photography that showcases freshness and transparency. These visuals highlight the real, organic foods inside every pouch—helping parents feel confident in what they’re feeding their little ones. The layered design approach adds richness and depth, reinforcing both trust and emotional connection.

We also refined the communication hierarchy to better resonate with a broader audience. The updated wordmark font lends a strong visual impact while maintaining a kid-friendly, inviting feel. A newly crafted tagline clearly communicates the brand’s core value, while simplified flavor names make it easier for parents to navigate—without losing the cultural references that support the brand’s global story and flavor authenticity.

The Outcome

A bold new cohesive identity and package design helped Lil’ Gourmets become a brand that has considerably greater shelf impact and one that is approachable, flavorful and ready for growth.

The Outcome

A bold new cohesive identity and package design helped Lil’ Gourmets become a brand that has considerably greater shelf impact and one that is approachable, flavorful and ready for growth.

LET'S COLLABORATE

Bring Your Brand to Fruition with Frooishen.

LET'S

COLLABORATE

Bring Your Brand to Fruition with Frooishen.

The Strategy

Starting with a comprehensive brand audit to deeply understand the Don Chilio brand, we evaluated key factors such as demographics, market trends, consumer tensions, competitive landscape, pricing, and brand perception. This foundational work provided a clear understanding of where Don Chilio existed within the marketplace and ultimately how we could evolve the brand to stand out among a competitive and culturally diverse chili market set.

Our next step is where we really brought the heat, developing an ownable Brand Positioning Platform that truly captured the heart of Don Chilio. We identified a major opportunity in positioning the brand as the “chili experts,” a space largely untapped by other Mexican food brands. While many competitors offered a broad range of products, none were focused solely on chilis—a passion that is in the Don Chilio DNA.