A Puerto Rican staple for over 60 years. We modernized their brand, launched new products, and made them a cultural moment.
Overview
Pastelillos Lamboy has been feeding Puerto Rico for over 60 years. When they came to us, the brand had the legacy — it just needed a voice, a look, and a strategy worthy of it. We led a full rebrand, built a content system that speaks the language of the culture, launched new products born from community instinct, and created campaigns that turned a beloved local institution into a movement.
The Brand Refresh
We started with the brand. The new Lamboy visual identity is bold, warm, and unmistakably Puerto Rican — built around a new wordmark and a color system that celebrates the energy of the people who love it. To launch the refresh, we shot a campaign that put those people front and center: a cast of real characters, different ages, different backgrounds, all united by the same thing.
A New Product Born from Culture
A playful April Fools' post teasing a Nutella-filled pastelillo generated so much buzz it's now in actual development. That's what happens when you listen to culture and create from it — a joke becomes a product, a post becomes a pipeline.
The Campaign
We brought Lamboy to life with a bold, joyful campaign that captures the pure joy of biting into a classic — loved by the young, the old, and everyone in between. Then we went further with Sonido Lamboy: a musical layer to the brand that celebrates how food and music are inseparable in Puerto Rican culture. Whether it's a backyard jam or a holiday moment, Lamboy is there — hot, fresh, and full of rhythm.