• Family-owned tortilla manufacturer La Reina turned to If Only Creative for packaging for their new rolled tortilla chips that balanced history and relevance
• Led by Marisa Sanchez-Dunning, If Only Creative presented three distinct directions for La Reina, who chose the route rooted in East LA style and La Reina heritage

Over the last 70 years, the family-owned East LA tortilla manufacturer La Reina has perfected the art of making tortillas. But recently, they decided to spread their wings and develop their first-ever consumer snack: rolled tortilla chips. Of course, this meant the need for packaging design that captured La Reina’s history, while still feeling fresh in the modern-day chip aisle.

The Chicana-founded agency If Only Creative was the perfect match for La Reina, which was not only enlisted to design the rolled tortilla chip packaging, but also to build out a broader consumer-facing identity that would introduce La Reina to a new generation and grow alongside the business.