2026
Casabe Paul
Brand Strategy
Logo Identity
Packaging Design
CREDITS
Brand Strategy & Identity Design: Dena Nguyen
Logo Animation: Dana Michelle
ABOUT
Casabe Paul is a family-founded cassava brand rooted in the Dominican Republic, where it began in 1994.
Founded by Paulino Peralta, the business started with a simple goal: create financial stability for his family. What began with a small pickup truck distributing produce and essential goods eventually grew into a manufacturing business centered around casabe, a traditional cassava flatbread deeply rooted in Dominican culture.
Today, Casabe Paul is entering a new chapter, bringing its heritage-driven products directly to modern U.S. consumers through a growing digital and retail presence.
Problem
Casabe Paul had the product, history, and cultural relevance, but its existing brand identity wasn’t positioned for where the business was going next.
The brand needed to move beyond its primarily distributor-led presence and establish a direct relationship with U.S. consumers. At the same time, casabe and cassava were still unfamiliar to many of its target customers. The challenge was twofold: make a heritage product feel accessible to a modern, health-conscious audience while preserving the authenticity and care behind it.
The new identity needed to communicate quality and trust at a glance, clearly explain the product, and create enough distinction to compete within the crowded better-for-you snack category.
Solution
The rebrand created a cohesive visual system designed to work across the entire Casabe Paul ecosystem, from packaging and product architecture to digital content and future retail applications.
The identity balances a clean, contemporary foundation with organic cues that communicate craft, nature, and heritage. Packaging was structured to make the most important information immediately understandable, prioritizing health benefits, ingredients, and flavor while introducing consumers to casabe in a more approachable way.
The system was also built to scale across the brand’s cassava crackers, toasts, and flour products, creating consistency across the portfolio while allowing each SKU to remain distinct. The result is a brand positioned to introduce a traditional Dominican food to a broader U.S. audience without stripping away the story and values that made Casabe Paul unique in the first place.
Concept
Rooted in tradition. Crafted with care.
The identity bridges the familiar and the contemporary, translating Casabe Paul’s heritage into a visual language that feels clean, premium, approachable, and culturally grounded without feeling overly traditional.
PROJECTS
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2026
Casabe Paul
Brand Strategy
Logo Identity
Packaging Design
CREDITS
Brand Strategy & Identity Design: Dena Nguyen
Logo Animation: Dana Michelle
ABOUT
Casabe Paul is a family-founded cassava brand rooted in the Dominican Republic, where it began in 1994.
Founded by Paulino Peralta, the business started with a simple goal: create financial stability for his family. What began with a small pickup truck distributing produce and essential goods eventually grew into a manufacturing business centered around casabe, a traditional cassava flatbread deeply rooted in Dominican culture.
Today, Casabe Paul is entering a new chapter, bringing its heritage-driven products directly to modern U.S. consumers through a growing digital and retail presence.
Problem
Casabe Paul had the product, history, and cultural relevance, but its existing brand identity wasn’t positioned for where the business was going next.
The brand needed to move beyond its primarily distributor-led presence and establish a direct relationship with U.S. consumers. At the same time, casabe and cassava were still unfamiliar to many of its target customers. The challenge was twofold: make a heritage product feel accessible to a modern, health-conscious audience while preserving the authenticity and care behind it.
The new identity needed to communicate quality and trust at a glance, clearly explain the product, and create enough distinction to compete within the crowded better-for-you snack category.
Solution
The rebrand created a cohesive visual system designed to work across the entire Casabe Paul ecosystem, from packaging and product architecture to digital content and future retail applications.
The identity balances a clean, contemporary foundation with organic cues that communicate craft, nature, and heritage. Packaging was structured to make the most important information immediately understandable, prioritizing health benefits, ingredients, and flavor while introducing consumers to casabe in a more approachable way.
The system was also built to scale across the brand’s cassava crackers, toasts, and flour products, creating consistency across the portfolio while allowing each SKU to remain distinct. The result is a brand positioned to introduce a traditional Dominican food to a broader U.S. audience without stripping away the story and values that made Casabe Paul unique in the first place.
Concept
Rooted in tradition. Crafted with care.
The identity bridges the familiar and the contemporary, translating Casabe Paul’s heritage into a visual language that feels clean, premium, approachable, and culturally grounded without feeling overly traditional.
PROJECTS
MORE WORK
2026
Casabe Paul
Brand Strategy
Logo Identity
Packaging Design
CREDITS
Brand Strategy & Identity Design: Dena Nguyen
Logo Animation: Dana Michelle
ABOUT
Casabe Paul is a family-founded cassava brand rooted in the Dominican Republic, where it began in 1994.
Founded by Paulino Peralta, the business started with a simple goal: create financial stability for his family. What began with a small pickup truck distributing produce and essential goods eventually grew into a manufacturing business centered around casabe, a traditional cassava flatbread deeply rooted in Dominican culture.
Today, Casabe Paul is entering a new chapter, bringing its heritage-driven products directly to modern U.S. consumers through a growing digital and retail presence.
Problem
Casabe Paul had the product, history, and cultural relevance, but its existing brand identity wasn’t positioned for where the business was going next.
The brand needed to move beyond its primarily distributor-led presence and establish a direct relationship with U.S. consumers. At the same time, casabe and cassava were still unfamiliar to many of its target customers. The challenge was twofold: make a heritage product feel accessible to a modern, health-conscious audience while preserving the authenticity and care behind it.
The new identity needed to communicate quality and trust at a glance, clearly explain the product, and create enough distinction to compete within the crowded better-for-you snack category.
Solution
The rebrand created a cohesive visual system designed to work across the entire Casabe Paul ecosystem, from packaging and product architecture to digital content and future retail applications.
The identity balances a clean, contemporary foundation with organic cues that communicate craft, nature, and heritage. Packaging was structured to make the most important information immediately understandable, prioritizing health benefits, ingredients, and flavor while introducing consumers to casabe in a more approachable way.
The system was also built to scale across the brand’s cassava crackers, toasts, and flour products, creating consistency across the portfolio while allowing each SKU to remain distinct. The result is a brand positioned to introduce a traditional Dominican food to a broader U.S. audience without stripping away the story and values that made Casabe Paul unique in the first place.
Concept
Rooted in tradition. Crafted with care.
The identity bridges the familiar and the contemporary, translating Casabe Paul’s heritage into a visual language that feels clean, premium, approachable, and culturally grounded without feeling overly traditional.
PROJECTS
MORE WORK