Challenge
Que Pasa established itself as the leading tortilla chip brand in Canada through artisanal methods and authentic flavors, yet it faced limited presence in the United States. The primary challenge involved developing a product innovation to serve as a strategic entry point for the US market as a healthful alternative to snacks like Takis, while building brand awareness among American consumers by leveraging its established Canadian credibility.
Solution
I led the design strategy for Que Pasa Rolled Chips, a rolled flavored product format specifically engineered to stand out in the competitive US snack aisle. The design approach was rooted in Que Pasa's established Canadian equity of real, organic ingredients, and centered on amplifying the brand's authenticity credentials as the primary trust signal. The color palette and imagery were designed to convey bold flavor and cultural authenticity positioning the rolled chips as "conversation starters" with main character energy. The design system was built to be scalable across other brand touch points and for future flavor extensions while maintaining a consistent, recognizable identity. A limited two-SKU rollout (Chile & Lime and Spicy Queso) allowed the brand to test the US market with minimal risk while establishing a foothold.
Results
The launch successfully introduced Que Pasa to select US retailers while maintaining its top-tier status in Canada. This expansion demonstrated that the brand's Canadian equity could effectively translate to American consumers through differentiated product formats and premium positioning. The initiative supported a broader US growth strategy that included new leadership appointments to deepen retail partnerships and secure a permanent shelf presence.
Que Pasa established itself as the leading tortilla chip brand in Canada through artisanal methods and authentic flavors, yet it faced limited presence in the United States. The primary challenge involved developing a product innovation to serve as a strategic entry point for the US market as a healthful alternative to snacks like Takis, while building brand awareness among American consumers by leveraging its established Canadian credibility.
Solution
I led the design strategy for Que Pasa Rolled Chips, a rolled flavored product format specifically engineered to stand out in the competitive US snack aisle. The design approach was rooted in Que Pasa's established Canadian equity of real, organic ingredients, and centered on amplifying the brand's authenticity credentials as the primary trust signal. The color palette and imagery were designed to convey bold flavor and cultural authenticity positioning the rolled chips as "conversation starters" with main character energy. The design system was built to be scalable across other brand touch points and for future flavor extensions while maintaining a consistent, recognizable identity. A limited two-SKU rollout (Chile & Lime and Spicy Queso) allowed the brand to test the US market with minimal risk while establishing a foothold.
Results
The launch successfully introduced Que Pasa to select US retailers while maintaining its top-tier status in Canada. This expansion demonstrated that the brand's Canadian equity could effectively translate to American consumers through differentiated product formats and premium positioning. The initiative supported a broader US growth strategy that included new leadership appointments to deepen retail partnerships and secure a permanent shelf presence.
