When my employer, Natures Path Foods, bought Que Pasa Mexican foods they wanted to turn the brand entirely organic —like all their other products. The brief was to create a look that supported a Premium Organic Mexican food brand. I chose a kraft packaging background then created unique, hand rendered type, logo and imagery to support a “small batch, artisanal feel” for the brand. Colour cues were made more distinctive and I also created a salsa package that featured a heat-loving gecko. I also created a second design approach that featured a simpler more traditional motif with a scalloped edge yoke, Mexican inspired icons and a custom window. Unfortunately, the designs were not chosen and Nature’s Path opted to go with a Chicago-based design firm for their new look.
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