Marketing 101: Know your audience. UNO takes it to heart. We think first; create second. Until we have a solid understanding of our target segment and the market, we do not begin concept building –regardless of whether we are reaching for niche or cross-cultural audiences.

1. Niche
The key: Uncover what’s most meaningful to the particular target segment; what it is that resonates with them within existing market conditions and then hone it. UNO designs are pinpoint specific to the audience that we seek to reach.

2. Cross-cultural Design
A significant marketing shift is occurring. Demographics are moving. Cultures are overlapping. The U.S. melting pot is more blended than ever, making the market ripe for “cross-cultural marketing.” UNO is leading the charge in this new market reality.

Cross-culture is not a new concept; it actually dates back to the 1930s. In the ‘50s, “I Love Lucy” finally brought the concept to life by introducing American and Cuban cultures to each other via entertainment media. The concept’s relevance, however, is just now being fully realized with the advent of today’s market-savvy, culture-exposed consumers. They’re well-informed, highly aware, and open to exploring “new and different”. The timing is ideal for introducing ideas, products, and opportunities that might not have been well-received in previous generations. In other words, design options are now vastly expanding.

Cross-cultural design means exactly what it implies. It crosses cultures…mixing and matching, as appropriate, to meet a specific marketing objective. For example, a cross-cultural design continuum might start with “Latino” on one end and “Anglo-American” on the other. Both ends, and all points in between, will represent differing levels of cultural design influencing selection based on project goals (and target audience appeal). This allows companies, regardless of home origin, to position/market products in any number of ways.

From Latino to Anglo-American and from Anglo-American to Latino designs


For Latino neighborhood 7/11 stores


For Mexican / Latino bodega stores


For Anglo-American neighborhood gas station stores


For general market Target stores

The packaging examples above illustrate the inherent visual flexibility of cross-cultural communication. The same Fisher product (nut/mango habanero mix) is approached with differing graphic nuances per target audience/location. Appeals range from authentic Mexican (found in bodega stores) to contemporary U.S. mass market (found in Target stores)…and all points in between.