Delimex
Delimex is all about bold flavor, craveable comfort, and the joy of Mexican street food – yet its packaging wasn’t fully living up to that promise on shelf.
As a Kraft Heinz brand competing in a crowded frozen aisle, Delimex needed a refresh that could re-energize the brand, stand out against increasingly modern competitors, and better reflect the deliciousness inside the box.. All without losing the familiarity existing shoppers trust.
The goal was clear: bring fresh energy to the brand while staying true to its roots!
Creative Challenge
The redesign focused on turning up the flavor. We started by auditing Delimex’s existing visual equities to understand what mattered most to loyal shoppers. The logo was reimagined as an evolution rather than a replacement– keeping the spirit of the original mark, while introducing cleaner forms and a more confident expression that feels modern.
Food is the hero. Modernized product photography puts texture, warmth, and indulgence front and center. Imagery helps shoppers instantly imagine the eating experience. The visuals are designed to feel bold and inviting, reinforcing the idea that Delimex delivers real flavor, not compromise.
A brighter, more vibrant color palette was introduced to amplify the brand’s Mexican street food heritage and create stronger shelf impact. Color works as both an emotional cue and a navigational tool. It bringing cohesion across the line while allowing individual products to stand out.
Solution
Packaging Design
Visual Identity
Logo Design
Brand World Design
In collaboration with Jones Knowles Ritchie
CREATIVE EXPLORE
In this explore for Delimex, the goal was to elevate the brand’s Mexican heritage by moving away from generic frozen-food aesthetics and toward a visual language that feels as vibrant and bold as the flavors themselves.
We looked into color palettes that felt sun-drenched. We also explored bright palettes that mirror the energetic street food culture that defines the product's roots. Authenticity doesn't have to look rustic or dated; instead, it can be reflected through a punchy, modern lens that celebrates the intensity and craveability of traditional Mexican spices while commanding immediate attention on shelf.
To give the brand a true voice, we used typography as a storytelling tool. This typographic treatment was extended to the side-of-pack, where we used layered layouts and hand-crafted fonts to weave an authentic taste story.
Instead of a static block of text, the side-panel becomes an active dialogue about "Vibrant Street-Style Food." This approach turns a secondary packaging surface into an intentional touchpoint, using visual rhythm and personality to communicate the craftsmanship and ingredients behind every taquito. It’s about making the brand feel as alive and flavorful on the side of the box as it does in the main logo.
EVOLVING A LEGACY ICON
The Delimex identity explore was an exercise in strategic stretching. We moved through a range from close-in refinements of existing equity to farther-out concepts. The goal was to protect the heart of what shoppers already recognize while pushing the brand into a more modern space.
By experimenting with icons and fluid, hand-drawn scripts, we bridged the gap between heritage and movement. The close-in work sharpens the brand's familiar authority, while the farther-out explores (like the spiral "D" monogram and gestural brushwork) transition the narrative from a frozen staple to a vibrant, street-food-inspired experience. This range ensures the brand maintains its trust at shelf while gaining the fresh edge needed to capture new audiences.
This exploration shows how a legacy CPG brand can maintain its core identity while evolving for a modern consumer.
