Picante

Agency: Asprey Creative
Location: Australia
Project Type: Produced
Client: Simply Delish
Product Launch Location: Australia
Packaging Contents: Mexican dips
Packaging Substrate / Materials: Plastic
Printing Process: Inmould

Our branding and packaging for this new range of Mexican dips began by developing the name Picante, a quintessentially Spanish word meaning ‘spicy’. Along with this name, our use of full illustration in the style of Mexico’s Día de los Muertos gives the range both authenticity and dramatic standout in a category dominated by ingredient photography.

We overcame the potentially negative connotations of using a skull on pack by ensuring that he was as happy and colourful as possible, and in keeping with the vibrancy of the rest of the illustrative elements.

By breaking the Australian dip category mould in this way, we’ve created a unique, dynamic and engaging new player that has been an instant success.