Portfolio of new product developments, packaging, exhibit design, print, online and industrial design projects.

1. ROBERTO AVILA | PORTFOLIO

2. NEW PRODUCT DEVELOPMENT

3. TO NOURISH IS TO FLOURISH™
Roberto was tasked to develop, design and launch a new line of warm veggie bowls
under the new Nourish Bowls™ brand. The positioning was simple: a delicious
single-serve warm meal with fresh veggies, grain & sauce ready in 3-4 minutes.
Based on consumer research and a targeted demographic, and with the assistance
of professional chefs, the new line came to fruition in April 2016 in the US market-
place to much acclaim, and later Canada. Winner of PMA, CPMA’s Best New
Product and as well Progressive Grocer’s Category Captain and Editor’s Choice.
Mann Packing’s Nourish Bowls created a new category within specialty vegetables
and proved to be Mann’s most successful new product launch in its 78 year history.
www.nourishbowls.com
TM
nourish bowlsnourish bowls

4. EVOO MONOVARIETALS
Much like wine, extra virgin olive oils can be paired with veggies or specific meat
protein to provide the best taste experience.
Roberto developed & designed a line of three unique Star EVOOs for pairing for the
US market. This was the first time in the US that EVOOs were positioned as a pairing
olive oil.
These premium EVOOs gained acceptances at key top US retailers due to their
unique positioning.

5. SINGLE CUT™ BETTER LEAF LETTUCES
Mann Packing’s house of brands consists of a retail whole leaf line under the brand
name Fresh Leaf Farms.
Previously it was positioned as a Simply Single line. Roberto took on the challenge
of not only redesigning this retail line, but give it product improvements that would
differentiate it from current branded and private label whole leaf offerings.
The successful redesign increased retail distribution with US and Canadian
customers with an 18-day shelf life with a superior quality product and packaging,
with increased velocity as compared with the its previous skus and competitors.
Before Redesign

6. 100% Recycled Carton
60% Post-Consumer
Material
Certified organic
by CCOF
B
Unbleached
Teabag
ORGANIC TEAS WITH TASTE
Good Earth wanted to make an entry into the fast growing organic segment, by
introducing 12 USDA certified organic teas to the health & natural and grocery
trade. They commissioned the talented illustrator Cathie Bleck to create 12 unique
illustrations to complement the simple and elegant designs done in collaboration
with Pentagram Design.
Under the new product development and creative direction of Roberto Avila, the
Good Earth organic teas’ introduction was the most successful organic tea entry in
the marketplace in 2007. On a brand average unit SPP, Good Earth is among the
top 10 organic teas, according to SPINS data.

7. PACKAGING

8. OLIVES IN A DOY BAG
Olives are a great snack, but unfortunately not so when they are packaged in glass
containers. Enter doy bag technology with non-brine olives that are convenient and
ready to go for a perfect snacking solution.
Roberto worked closed with the European R&D team to
develop this new technology that allowed olive fans to
take their favorite snack with them, anywhere.

9. ORGANIC TEAS FOR BRITS
Good Earth Teas expanded its organic range of teas to be distributed and sold
in the UK. With Roberto’s collaboration, the Good Earth organic teas package UK
redesign incorporated a fresher look and detail information tailored toward the
European consumer. This has allowed Good Earth to reach a broader audience
for its brand and products.

10. SPECIALLY TASTY TEAS
Good Earth Teas initially introduce their line of specialty teas to the health &
natural trade in the 1980’s. Currently in the top 10 specialty tea companies in
the US, Good Earth was long due for a brand redesign.
Good Earth in house design & marketing dept., under the leadership of Roberto
Avila, undertook the redesign of over 60 skus + all the pertinent components.
A new brand architecture was developed that emphasized the natural and
soothing nature of the product, along with all the required pack copy. The whole
line was divided visually by segment, each with its own unique illustration.
As featured in
Before
Redesign

11. ETHNIC TEAS
Tetley, the #2 largest tea company in the world, with operations in 40 countries
was interested in introducing a line of ethnic teas for Indian retailers in the US.
Under the strict Tetley brand guidelines, Roberto Avila designed the ethnic line to
adhere to well known and established Tetley brand equities. The Tetley logo and
blue pack color was kept consistent with their retail line, to give these items a
cohesive brand identity.
With flavors available in two count packs, 72ct. and a 10ct. trial size, these teas
have been very well received by ethnic retailers across the US.

12. GOOD EARTH READY TO DRINK
Ready to Drink (RTD) represents 75% of the total US tea market and growing at
double digits year on year. Good Earth was poised to enter this growing segment
and to capitalize on the success of its tea bag offerings.
The chosen format was a family size 64oz PETE bottle with a wrap around label,
to be sold initially at the club trade. For the design of the label, Roberto Avila took
upon the brand equities from Good Earth’s tea bag product and applied it to the
RTD format. This emphasized the brand’s heritage and increase its recognition
amongst the loyal Good Earth consumers.
Club pack

13. PREMIUM GIFT TEAS
Directed toward the gift market, Good Earth wanted to introduce their line of
organic teas in a premium package to be sold to premium gourmet retailers.
The tin caddy offered a premium look and feel to the tea bag offering and allowed
the consumer to keep the caddy, long after the product was consumed. The brand
visibility and exposure would increase as it sits in the kitchen or workplace.
Roberto Avila designed the wrap around label featuring the illustration by
renowned illustrator Cathie Bleck. The colors were kept to a minimum to appeal
to the premium shopper, whilst communicating that this was an organic product,
certified by the USDA.

14. EXHIBIT DESIGN

15. GOOD EARTH TRADE SHOW BOOTH
With required annual attendance at health & natural trade shows, Good Earth was
in need of a new trade booth to feature their organic line of teas.
Working with a local trade booth manufacturer, Roberto Avila designed the new
booth to feature and display the new organic packs to the natural trade. The booth
features branded modular panels, configured to 10 x 20’ with overhead focal
lighting. Graphics were mounted to the back panels displaying illustrations and
pack images. Three counters with storage were designed to display and serve hot
tea. Shelving units display the organic packs mimicking a retail setting.
Good Earth’s organic trade show booth has been displayed and seen by thousands
of health & natural show attendees and customers.
Digital study

16. PRESIDENTIAL DEBATE EXHIBIT IN ST. LOUIS, 2004
President George W. Bush debated Sen. John Kerry Oct. 8, 2004, during a
nationally televised town-hall forum from Washington University in St. Louis.
The Flag Center was invited to present an exhibit “The Flag &
America’s Presidential Campaigns” consisting of 16 “Old Glory”
American Flags in the university’s media center. Roberto coordi-
nated the exhibit, from initial design to set up.
The media filing center, which included “spin alley,” was set up in the Recreational
Gymnasium of the Athletic Complex. The 18 rows of tables running the width of the
gym had internet access and telephones, and were accompanied by more than 50
televisions. More than 1,500 journalists from across the globe traveled to WUSTL to
cover the Oct. 8 presidential debate, and the event was viewed by 47 million
people. http://tiny.cc/9fyzmy
As seen on

17. SF PRESIDIO FLAG EXHIBIT, 2003
An unprecedented exhibition of more than 120 flags, quilts and flag-related
memorabilia from three of the most important private collections in the world
opened Memorial Day in San Francisco’s Presidio. On view in 2003, “The American
Flag: Two Centuries of Concord and Conflict” presented two hundred years of U.S.
history as illustrated through the evolution of the nation’s most recognizable symbol.
This exhibit marked only the third time in U.S. history that the American flag has
been exhibited using original flags to tell the story of the country’s history.
Attracting more than 25,000 visitors to The Presidio Officers’ Club since Memorial
Day of 2003, the exhibit was extended to a full year by popular demand.
Roberto coordinated the exhibit design of the
5 galleries, along with all the printed materi-
als, including posters, banners, labels, street
signage and presentations.
http://tiny.cc/sdyzmy

18. A GRAPHIC HISTORY OF THE AMERICAN FLAG EXHIBIT, 2008
From Civil War-era flags and Native American moccasins to political campaign but-
tons and original flag art, “Long May She Wave: A Graphic History of the American
Flag” assembled thousands of American flag-related objects and artifacts from the
private collection of Kit Hinrichs, one of the world’s leading graphic designers and
a partner in the international design firm, Pentagram. Together, the range of objects
and memorabilia presented comprise their own genre of folk art and are a unique
part of American heritage.
Roberto assisted Kit in supplying the major American flag images and graphics for
the exhibit at the Nevada Museum of Art in Reno, in anticipation of the 2008
Presidential election. http://tiny.cc/6wyzmy
NON-PROFIT ORGANIZATION
U.S. POSTAGE PAID
PERMIT #115 RENO, NV
LONG MAY SHE WAVE:
A GRAPHIC HISTORY OF THE AMERICAN FLAG
AN EXHIBITION PRESENTED IN ANTICIPATION OF
THE 2008 PRESIDENTIAL ELECTION.
DONALD W. REYNOLDS CENTER FOR THE VISUAL ARTS / E. L. WIEGAND GALLERY
160 WEST LIBERT Y STREET / RENO, NE VADA 89501
Hinrichs’ Family Heirloom Flag / Nevada 36-Star Flag
NON-PROFIT ORGANIZATION
U.S. POSTAGE PAID
PERMIT #115 RENO, NV
LONG MAY SHE WAVE:
A GRAPHIC HISTORY OF THE AMERICAN FLAG
AN EXHIBITION PRESENTED IN ANTICIPATION OF
THE 2008 PRESIDENTIAL ELECTION.
DONALD W. REYNOLDS CENTER FOR THE VISUAL ARTS / E. L. WIEGAND GALLERY
160 WEST LIBERT Y STREET / RENO, NE VADA 89501
Hinrichs’ Family Heirloom Flag / Nevada 36-Star Flag

19. PRINT PUBLICATION

20. THE AMERICAN FLAG BOOK
Roberto Avila designed the award-winning144-page table top hardcover book,
The American Flag: Two Centuries of Concord & Conflict, depicting the history of
the United States through the graphical representation of its flag. Only twice in the
last century has anyone attempted to assemble the true art of “Old Glory” in a
presentation that actually uses the flags themselves as artistic expressions.
Working with Kit Hinrichs from Pentagram, Roberto designed this book which
shows the variety of US flag designs, since its inception to the present time.
Worked with two flag history experts on the copy and all the images to insure
accurate depiction of all historical artifacts.
Some of the most impressive layouts
include original 13-star flags, Lincoln’s
funeral flag, JFK Presidential limousine
flag, South Tower flag recovered from the
WTC after 9-11, amongst many others.
http://tiny.cc/zpyzmy

21. ONLINE

22. MANN’S VEGGIES MADE EASY WEBSITE
Mann Packing went through a major corporate marketing revamp in 2017, from
the corporate brand identity to collateral materials and finally a new website.
Roberto assisted the corporate marketing team with their redesigned online identity.
www.veggiesmadeeasy.com
Before Redesign

23. UK WEBSITE
Roberto Avila collaborated with the UK Good Earth team for its website design,
whilst promoting the US brand of organic teas in Europe (no longer an active site.)

24. WEBSITE
Roberto Avila has used his extensive creative direction in website design,
from non-profit organizations to top manufacturers, ranging from informational
sites to e-commerce sites with shopping carts enabled.
www.fizzyfruit.com

25. IDENTITIES

26. BRAND IDENTITIES
Roberto Avila has been engaged in the development, design and launch of multiple
brand identities ranging from CPG to non-profit organizations.
bella vitaC h i l d a n d F a m i l y D e v e l o p m e n t C e n t e r

27. INDUSTRIAL DESIGN

28. A HIGHER FORM OF TOOLS
Zircon specializes in electronic tools with its patented technologies. Zircon intro-
duced the original electronic stud finder, the StudSensor™ more than 25 years
ago. Today, Zircon continually strives to improve upon that original patented
technology to make tools that are highly advanced, yet easy to use. Roberto
designed a series of Zircon hand tools that utilized a common design language
and were accessible to both contractors and weekend warriors.
www.zircon.com

29. AQUA 5 BEVERAGE CONTAINER REDESIGN
Igloo has built its name as the most recognized brand in coolers since originat-
ing the category in 1947. Research shows that consumers regard Igloo as the most
popular cooler line in the U.S. For everyone, Igloo means quality and durability.
So much so that three in every four U.S. households own at least one Igloo cooler!
Roberto took upon the redesign of Igloo’s popular 5 gallon cooler, developed in
the 1940s to address the needs of workers in the oil fields. The redesign took a new
spill proof spigot and a angled front to allow to dispense the last drops. A wrap-
around handle allowed easier pick up and transport of the cooler.
www.igloocoolers.com

30. JUICE FOR HUMANS
Prior to its sale to the Coca Cola company, Odwalla was a small west coast brand
of juices. Odwalla approached Roberto Avila with a wish to have a proprietary
plastic bottle for their complete line of juices.
Roberto Avila did the industrial design for the Odwalla bottle to make it hand
friendly to an array of different hand sizes, across generations of consumers.
The proprietary design features a colorful label, a wide cap with the Odwalla logo
embossed and a debossed sun in all four sides.
The plastic bottle is made out of recyclable HDPE.
The company’s success in the market place,
and especially in the natural trade, gave way to
the Coca Cola acquisition in 2001.
www.odwalla.com

31. ROBERTO AVILA
creative | design | marketing
California, USA
Phone: 408.540.8256 • Email: robertopavila@gmail.com