We’re only too familiar with the handy taco kits you can get from your local supermarket but “high-end” isn’t exactly the way we’d describe any of them. Until now.
Wahaca Taco Kits has relaunched across the UK, with a fresh brand and packaging identity by design studio Without that marries the range with the popular restaurant chain, i.e. it takes on a more premium approach.
Without was the natural choice for the project as it has partnered with Wahaca restaurants since the first outlet opened in 2007, working closely with founders Mark Selby and Thomasina Miers as they have expanded their love of authentic Mexican street food into a chain of 25.
Roly Grant, creative director at Without, says: “Wahaca is a pioneer in the street-food movement, and we wanted to take that spirit and make it work on the supermarket shelf for everyone.”
But Rather than focus on ethnicity and accepted Latin American design cues, the design team decided to hero the eating experience itself. Grant adds: “We wanted to celebrate the sense of occasion, the ritual, the format. These tacos are the real deal. And by referencing the brand and identity work that we did in the restaurant space, we have created a sense of cohesion that will engender trust and confidence in consumers perusing the supermarket aisle.”
To achieve this, the striking colour palette, chevrons, san-serif font and quirky logo have made the crossover from restaurant to kit. Photographic images of serving suggestions and the food products themselves guide consumers and re-create the interactive restaurant experience, and ‘Tommi Tips’ further amplify the relationship with the restaurant chain.