Cidrines
Cidrines set out to expand its legacy into the cookie aisle with a brand that carried the same heart and heritage as its iconic pan sobao. The result was Sobaitas, a line of artisanal cookies inspired by the softness and sweetness of the sobao and infused with nostalgic Puerto Rican flavors. Vibrant designs, playful illustrations, and a modern tone captured the island’s warmth and spirit, making Sobaitas an instant hit. The launch extended Cidrines’ legacy beyond bread and into the hearts of consumers.
Date
May 2025
Role
Brand Strategy, Visual System, Storytelling/UX
The Challenge
Cidrines, the legendary Puerto Rican bakery that created the island’s iconic pan sobao, wanted to expand into the cookie aisle with a product that carried the same heart and heritage. The goal was to create a cookie brand that felt authentically Puerto Rican, premium, and full of nostalgia, while staying true to the craftsmanship that made Cidrines famous.
The Insight
The starting point was the sobao itself. Known for its soft texture and comforting sweetness, it has become a symbol of Puerto Rican baking. Building from that, the name Sobaitas naturally emerged as a playful, affectionate extension of Cidrines’ most beloved creation.
We also found that Puerto Ricans have strong emotional ties to home flavors like guava, coconut, and piña colada. These flavors trigger memories of family gatherings and everyday traditions. The opportunity was to create a product that looked and felt like Puerto Rico in every sense
The Answer
Culture Create led the entire creative process. From research and taste testing to name development, branding, packaging, and the advertising campaign.
The solution was Sobaitas, a new line of artisanal cookies inspired by the soul of Puerto Rican baking. The brand celebrates familiar flavors and local pride through a colorful, geometric design system that brings to life the island’s rhythm, warmth, and joy.
The Result
Sobaitas instantly stood out on shelves and extended Cidrines’ legacy beyond bread into confectionery. The campaign resonated deeply with consumers, positioning Sobaitas as a new Puerto Rican favorite with the same soul as the original sobao.