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Frozen Mexican Food Product Packaging for Hispanic Market

Baja Cafe

Seeking to update the packaging for its Baja Cafe - Mexican food brand, Reser's Fine Foods hired Murray Brand Communications to create an evolutionary new look that retained elements of its existing packaging but improved the brand's perceived quality and sub-brand awareness. To accomplish this, the packaging graphics were simplified to allow dramatic and appetizing product photography to play a more prominent role in the messaging hierarchy. A trustmark designed to highlight the quality ingredients and convenient preparation associated with each SKU was then staged with more overt color coding to differentiate sub-brand flavors as well as the Baja Cafe brand from competitive offerings in the retail set.