The product is often the only SKU on shelf, so the design needed to be impactful enough to stand out on its own. We developed a new packaging structure with a custom die cut to create a larger front panel and highlight the new brandmark.

Keeping key equities, such as the burro and the bright yellow and red color palette, we modernized all elements of the package. The El Burrito name is now easier to read, and the burro is perkier and a larger part of the logo. Overall, the package is simplified, with mouthwatering product photography that boldly wraps around the panels, and typography that leans into contemporary heritage. The new look celebrates El Burrito as the pioneer of plant-based Mexican food.

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