Challenge
Tyson Foods identified that Hispanic consumers were underserved in the fresh meats category. We needed to create a new brand from scratch that offered authentic, flavor-forward options, rather than simply translating existing Tyson products for a new demographic.
Solution
I led the design strategy for Buena Mesa, utilizing Walmart first-party data and direct consumer feedback. We developed a 22-SKU portfolio of seasoned meats and ready-to-heat appetizers. The brand architecture and visual identity were shaped entirely by consumer insights to ensure cultural relevance. We successfully launched in over 450 Walmart stores across Texas within 90(!) days.
Results
Buena Mesa drove significant category growth, with stores carrying the brand outperforming control locations. Most sales were incremental, and successfully attracted a younger, Hispanic demographic without cannibalizing existing products. This launch validated our data-led, consumer-first approach to brand creation.
Tyson Foods identified that Hispanic consumers were underserved in the fresh meats category. We needed to create a new brand from scratch that offered authentic, flavor-forward options, rather than simply translating existing Tyson products for a new demographic.
Solution
I led the design strategy for Buena Mesa, utilizing Walmart first-party data and direct consumer feedback. We developed a 22-SKU portfolio of seasoned meats and ready-to-heat appetizers. The brand architecture and visual identity were shaped entirely by consumer insights to ensure cultural relevance. We successfully launched in over 450 Walmart stores across Texas within 90(!) days.
Results
Buena Mesa drove significant category growth, with stores carrying the brand outperforming control locations. Most sales were incremental, and successfully attracted a younger, Hispanic demographic without cannibalizing existing products. This launch validated our data-led, consumer-first approach to brand creation.
