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.
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.