For some time now, Kiwis haven’t been able to get enough of Mexican food. Sometimes, literally: the supermarket side was effectively ‘owned’ by Old El Paso, offering little of the vibrancy and diversity people were used to when dining out. Competition, however, was increasing.
As a supplier of tortillas to the food service trade, Farrah’s saw a huge opportunity. They asked us to create a world-class identity and packaging for a whole range of Mexican products, including meal kits, salsas, spice packs and tortillas. They wanted a premium feel–something that looked modern and delicious–but without creating a sub-brand.
We hit on a look inspired by the modern street art of Mexico: bold, bright and colourful. Just as we had done for Farrah’s wraps, we adopted a ‘visual recipe’ style, one that had a flavour of Mexico’s free-spirited approach to food, company and festivities.
The end result was a feast for the eyes as much as the palette, and a world away from the dated ‘Tex-Mex’ competition. And it really worked, propelling Farrah’s to the number two spot among Mexican food brands.
