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 exploration 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.
