How we helped refresh a popular Tex-Mex nacho brand, without losing its spice.
The Tex-Mex Test
Salsalito, a trusted name under AVT for Tex-Mex foods, was already well-loved for its tortillas, taco shells, and salsa mixes. But the nachos range had a problem – the red-heavy packaging made every variant look almost identical on shelves. Whether it was a brand-new launch or a familiar favourite, customers couldn’t tell the difference. And that was costing visibility.
A Colourful Answer
Our fix: clear, flavour-forward differentiation. We introduced vibrant, contrasting colours for each variant to give the range a distinct shelf presence, while still anchoring them in the brand’s signature red.
Through market testing, we learned that customers often associated flavour with colour cues, so we doubled down on that insight. Upfront ingredient imagery made flavour recognition instant, even without reading the label. The result was a packaging system that was bold, intuitive, and unmistakably Tex-Mex
