What began as a pitch to win a position on GMI's roster turned into a refresh of the world's largest Mexican food brand. The Old El Paso range had extended to hundreds of products and in the process became a victim of its own success. On pack communication was inconsistent and almost impossible to shop. Consumers were being overwhelmed by the sheer amount of choice at the fixture and with no clear way of navigating it. As a result, they would often walk away without making any purchase at all.
Add to this regional variations and the project became a vast exercise in rationalisation, semiotics, information psychology and logistics... we loved it.