Our first recommendation was to look at re-naming their company. With their tortillas crafted using the ancient method of Nixtamalization, the name KCMEX did not fully reflect that same authenticity. We landed on the name, Yoli (pronounced yo-lee) which comes from the Aztec word meaning “to live”. This name embraced the owners attitude “to live adventurously as seekers of quality, hand-crafted foods.”

Yoli’s hero is inspired by founder, Marissa’s mother, who had a deep passion for Mexico—an American who married a Mexican and adored its culture. Her bravery, love, and exploration of Mexican culture continue to inspire. Marissa’s mother’s spirit is captured with her round sunglasses and scarf and is often combined with the landscape her family drove on her road trips through Mexico.

Brightly colored packaging not only reinforces the type of corn, but helps them stand out against competitors. A variety of landscapes adorn each variety, representative of the owners road trips throughout Mexico where they feel in love with the culture and food.

Simple patterning adorns the top of the packaging, inspired by the Mexican folk art found within Papel Picado—decorative cut tissue flags used for celebrations. 

Integrating photography within Yoli Tortilleria’s web presence was needed to showcase their process, final product and tortillas used within recipes. We worked with photographer, Amber J. Deery to create a library of images. Carpenter Collective was responsible for the overall art direction of the shoot. Food was made and prepared by Yoli’s own, Marissa Gencarelli.

A natural extension for Yoli was transforming their whole-kernel corn tortillas into house-made Totopos. For the packaging, we built a system that brings the Yoli hero icon to the forefront, surrounded by bold patterns inspired by the owners’ Sonoran roots and the flavor profile of the chips. Strategic areas of transparency allow the product to be revealed through the pattern itself. The result is packaging that commands attention on shelf.

Yoli’s flour tortillas continue the story, crafted in the style of the co-founder’s Sonoran hometown. The packaging uses a clean, graphic system to differentiate the two varieties—pork fat and avocado oil—while the back introduces a modern bugambilia pattern inspired by the vivid flower found in the Sonora region. Die-cut windows showcase the soft, stretchy tortillas within.

As flour tortillas were added to the lineup, Yoli needed a separate facility to keep them distinct from their gluten-free corn production. This led to the opening of a small tortillería on Kansas City’s Westside. We brought the space to life with exterior signage and colorful window graphics, and designed packaging labels for Yoli’s growing range of in-store products.

In 2023, Yoli received the prestigious James Beard Award for Outstanding Bakery. We’re proud to see their influence reach well beyond our community, and we look forward to what comes next.