The Team

Goya World Headquarters and Regional Distribution Center – Secaucus, NJ
Architect: M+H Architects, St. Louis, MO
Developer: Rockefeller Group

The Background

Founded in 1936, Goya Foods, Inc. is America’s largest Hispanic-owned food company and has established itself as the Latin American food and condiments leader. Goya manufactures packages and distributes over 2,200 high-quality food products from the Caribbean, Mexico, Central, and South America.

The Challenge

Previously spread across multiple aging and inadequate facilities in the Secaucus area, Goya consolidated its Northern New Jersey operations in one large, Greenfield facility as part of their 10-year growth plan. The company had been running manufacturing, warehousing, and distribution operations and its Corporate functions out of 7+ locations in the Secaucus area. The company decided to bring all those operations under one roof in a brand new 300,000 sq ft Greenfield facility adjacent to the NJ TPK and the NJT Lautenberg Station. The combination of size and scope posed the following challenges:

  • Design, fabricate and install a complete exterior sign package that lavishly promoted the brand – visible to passersby by on the TPK and NJT, and functionally, including two massive illuminated building IDs, site ID monuments, and directional signs, as well as 50+ dock IDs.
  • Design, fabricate and install an interior sign package that could encompass the needs of the massive manufacturing and operational aspects of the business and their corporate offices’ aesthetic requirements. This included everything from environmental graphics and impact signage at the entrances to wayfinding and code required back of house signage.
  • Unlike most projects where submissions and approvals are directed through the project architect, the Unanue family was directly involved in the branding and signage decision-making process.

The Solution

Goya commissioned DSS to create a complete interior and exterior signage package, ranging from property and building IDs, dock locators, and wayfinding signage to window privacy graphics, impact wall, and ADA/IBC code required signage for egress and room identification. The package included a sign family, message schedule, and corresponding location plan. DSS collaborated with the project’s many moving parts and stated within the project’s timeline and budget. After architectural and owner approval on the sign package, DSS successfully bid fabrication and installation.

Like What You See?

Check Out Some Of Our Other Projects