Today, the Mexicana-owned food company, Tozi Azteca Superfoods, announced a significant brand refresh. With family lineage in Mexico that dates back to the late 1500s, Tozi blends traditional Mexican flavors with modern nutrition for delicious, health-forward food products like non-GMO tortillas, chips, and organic aguas frescas. They craft their products using potent indigenous superfoods like amaranth, agave, and nopal, catering to health-conscious consumers looking for culturally rich, nutritious options.
Led by Bay Area creative studio If Only Creative, the studio’s mission was to help Tozi level up—from a start-up shoppers would find at their local farmer’s market to a retail-ready Whole Foods and Walmart star aimed at traditional Latino households, Gen Z Latinos, and consumers who are mindful of their health and wellness.
Inspired by the Aztec goddess of health, Tozi, and powerful women, Tozi Azteca Superfoods celebrates and honors Mexico’s rich culinary heritage, bridging the gap between tradition and modernity. With a core central concept of “where heritage meets health,” Tozi crafts products that are not only delicious but also culturally significant, showcasing the diverse and dynamic nature of Mexican food.
“It was critical for us to emphasize that this was a Chicana-founded brand that was 100% female-led,” says Sanchez-Dunning. “Everything about the refreshed visual identity system and branding is highly intentional, and as a Chicana founder, it was wonderful working with such a purpose-driven brand from a long line of Mexican matriarchs.”
If Only Creative‘s approach to the rebrand was rooted in four fundamental principles: honoring Mexico’s culinary heritage and indigenous superfoods, celebrating Latina entrepreneurs and their contributions to the culinary landscape, promoting nutrient-rich, organic, and non-GMO products, and educating consumers about the benefits of indigenous superfoods and supporting sustainable practices.
Callouts on the packaging were highly intentional, as this wasn’t just a woman or Latina-owned brand. The studio was specific in saying that the brand was “Mexicana Owned” as the founder was proud not just of her heritage but of their family farm in Jalisco. It also serves as a conversation starter, as it’s a piece of storytelling that rarely makes an appearance on packaging. Consumers will also find “rooted in Mexico, raised in Austin” on the packaging as well. For the brand’s tone of voice, If Only Creative wanted it to resonate with a broad audience, and they crafted a brand tone that’s confident, empowering, and passionate while remaining culturally rich and proud.
In addition to a streamlined wordmark, Sanchez-Dunning and company redesigned Tozi‘s logo, transforming the brand’s original illustration of a goddess into a simplified icon. The revamped logomark visually connects the brand to its heritage and core values. Influenced by Aztec stone sculptures and the gods, they looked at the shapes and symmetry of many of the statues and stone carvings that were prevalent at the height of the Aztec Empire. Further, architecture from that era inspired many of the graphics on the packaging and served as a framing device for the visual identity system.
Above Tozi’s headdress, the studio added icons for some of the product’s primary ingredients–corn, amaranth, and agave. Notably, it’s a future-forward system that the brand can use as they expand their offerings or venture into other categories where they can use the star ingredient as a visual cue.
The carefully chosen typefaces reinforce the brand personality. Isola, the primary typeface, offers a bold yet elegant feel for headlines and body copy. Silverspoon, a supporting typeface, adds a touch of playfulness to subheadings. While decidedly modern, it also carries sweeping lines that harken back to Aztec art.
“The versatility of the Tozi brand identity system features design elements that can be adapted for various applications, from packaging to marketing materials, ensuring a cohesive brand experience across all touchpoints,” added Sanchez-Dunning.
“Tozi’s redesign felt like a natural step in our journey as a brand. We knew we needed cool, standout branding to hit retail shelves successfully, and it’s already paying off,” said Rocío León, Founder of Tozi Azteca Superfoods. “The new look not only reflects our mission of connecting heritage and health, but it honors the strong women and cultural traditions that inspire us. We especially loved how they modeled the branding after Aztec stone architecture and were inspired by Aztec codices, grounding it deeply in our roots. Working with a women-owned agency and designer was especially meaningful to bring this vision to life. I’m so excited for how this will help us share Tozi’s story with more people and inspire them to experience the incredible flavors and benefits of Mexican superfoods.”
With the refreshed identity in place, Tozi Azteca Superfoods is poised to move beyond the farmer’s market and become a household name on the national stage. The strategic rebrand from If Only Creative, rooted in Tozi’s heritage and roots, successfully blends tradition and modernity, paving the way for a future filled with tasty, health-conscious products that celebrate the rich culinary culture of Mexico.
Source: If Only Creative
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