The relaunch initiative was meant to fuse the popular restaurant persona with the at-home taco kits to better connect with consumers. The refreshed marketing features a new brand and packaging identity that was inspired by the vibrant culture of Mexico. The eye-catching color palette includes blue, yellow, purple, and pink with a quirky logo in the sans-serif font.
The labels feature refreshed stylized illustrations with photographs of food products that were designed to help recreate the interactive restaurant experience at-home with consumers. In addition, Wahaca Taco Kits now include ‘Tommi Tips’ to “further amplify the [consumer’s] relationship with the restaurant chain.”