Old El Paso is a brand big on personality, synonymous with the fun of eating Mexican food: upbeat, inclusive and full of zest. But the pack design was letting the side down, consistently seen as tired, old fashioned, and artificial. To many, the category leader had become clichéd; a take-away substitute – not real food – and a far cry from the wave of exciting, accessible Mexican eateries, like Wahaca and Tortilla, popping up in trendy locations.

So – design to the rescue! General Mills invited us to work alongside Bloom in spicing up the pack, with the aim of imbuing it with the authenticity, energy and food credentials a brand from the heartland of Mexico deserved.

We embarked on a comprehensive, multi-stage, multi-market research journey, starting with establishing the shopper and consumer need states, through an exploration of multiple conceptual ideas, and finally to design execution – both in-store, and as it appears online. In the final stages, we assisted in establishing a design strategy that better enabled consumers to make sense of the vast array of Old El Paso products available now, whilst laying the foundations for possible future expansion.

Before (top) and after (bottom)
Before (top) and after (bottom)

The result? A more modern, sophisticated design approach that cleans up the brand’s equities – ensuring it is still undoubtedly Old El Paso, but now more delicious and inspiring.