The Tex-Mex Test

AVT Salsalito was a well-established brand of Tex-Mex foods, with a predominantly red visual language. While a lot of the brand’s products like Tortillas and salsa mixes were popular in the market, the nachos series had hit a snag – the red packs meant that all the variants looked the same. Customers weren’t able to tell the difference between a new variant and one that had been in the market for months. 

A colourful answer

The solution was pretty simple – create vibrant packs with contrasting colours to make the product stand out on the shelves while standing apart from each other. Market research helped us discover the association between colour and taste in the minds of customers. We also used product shots of ingredients upfront to help customers identify the flavour they were picking up even without reading the pack. All this while retaining the trademark Salsalito red to give existing customers the reassurance that they were buying from a brand they trusted.