Paleteria y Neveria El Paraíso is a traditional ice cream shop in Los Angeles that dates to 1979. A family operated business who prides themselves in their natural ingredients, traditional methods, and Mexican heritage.
The love for their product and community aligns with what we value as a business. The Money studio’s understanding of the Latinx community and businesses made us a perfect fit to tackle some of El Paraíso’s challenges.
Services
Branding
Strategy
Identity
Copywriting
Design
Collateral
Website re-design
Environmental
Hand painted signage
Pop-up display
Goals
Find their voice.
Identify their target audience.
Communicate their values to their audience.
Refine brand identity.
Update Brand across all platforms.
Challenges
No expertise
El Paraìso had little knowledge about building a brand, marketing, or design. Ultimately making any prior design work created by third party vendors; obsolete.
No Strategy or plan
With very little time, energy, and budgets; it was easy for business goals to get lost in the day-to-day management.
No flavor
Their Mexican Heritage and values weren’t being reflected in their brand. Website, packaging, and collateral carried a generic aethethic.
Communication issues
The brand’s messaging was targeted towards an American English-speaking audience. Leaving out first and second-generation Spanish speakers.
Discovery
The Legacy
The generational impact the paleteria has on their communities is timeless. As clients recall their parents and grandparents taking them to El Paraíso as children.
The Early adopters
We learned that this Millennials and Gen Z embrace other cultures. Provided that they can experience something authentic.
The Original
Since 1979 paletero’s peddled El Paraíso’s iconic hand painted carritos throughout Los Angeles.
The Language
Their voice needed to reflect the language spoken in Los Angeles, who holds the largest Latinx population in the United Sates.
Strategy
The Story
Solidify El Paraíso’s story, carve out their brand positioning, and sharpened their messaging. Making it easier for their audience learn about the community staple and their values.
Collabs
Collab with first- and second-generation Mexican entrepreneurs, who’s businesses or products complimented ours.
Spanish + English = Spanglish
By adapting this language into the brand, we teach non-Spanish speakers about this secondary language widely understood amongst the Latinx community.
Embracing La Raza
El Paraíso was born in the barrio, communities consisting of migrant families and the birthplace of cholo culture. Our values are the same; protect and provide for the community.
IDENTITY
Carritos
We referenced El Paraíso’s iconic hand painted carrito for the logotype. Each hand painted by a sign painter who we only know as Enrique El Pintor. The logotype was then paired with Manofa, by type foundry The Northern Block.
Black Letter
Drive through some of the roughest neighborhoods in Los Angeles and you’re bound to see some Black Letter graffiti letters perfectly executed. Each hood in LA has their own style.
Sparrow
A sparrow can be found in most neighborhoods from South Central to Santa Monica. Indigenous cultures believe they share a connection between heaven and earth. A bird capable of taking a trip to paradise and back whenever they please. They represent community and empowerment, everything that El Paraiso values.
Impact
Collabs
El Paraíso has collaborated with Nike, Adidas, La Selección Nacional de México, Madre Mezcal and Aztlan Athletics. Companies whose values, products, and services compliment what El Paraíso has to offer.
Grants
In 2023 El Paraíso was awarded the Legacy Business grant by the Los Angeles Conservancy. Recognizing the paleteria as a contributor to their community’s history and identity over the last 20 years.
Partnership
Our partnership has allowed us to streamline design projects. Helping El Paraíso focus on innovating their products and building business relationships.
Elevated Aesthetic
El Paraíso’s goals are to eventually expand their products into grocery stores and open another flagship store. With a powerful brand foundation and identity, they’re becoming a distinguishable competitor in the market.