Old El Paso is the world’s largest and most recognisable Mexican food brand. It’s perhaps no surprise then that consumers have certain expectations when it comes to the type of products it should offer them.

So, when General Mills wanted to launch a premium, street food inspired, sub-range targeting millennials they challenged us to come up with a design that would disrupt those expectations. The design needed to be differentiated from their core range, yet still retain a strong parent brand endorsement.

Real Food for Real Foodies

Our solution was to create a new and differentiated street food feel with authentic, enticing food photography at its core. It was all about creating a more modern, fresher and elevated sensory experience, capturing the enjoyment of eating a real fresh 'street bought' taco or fajita.