José Olé
Logo Design
Package Design
José Olé is well known for their festive appetizer line of taquitos and mini tacos. To attract a younger generation of consumers, José Olé introduced a new product line, Double Stuffed Taquitos, and engaged us to develop the packaging. We were also tasked with updating the José Olé logo which would be executed across the new packaging, website, and other marketing touchpoints.
More...
The new line extension needed to relate to the core line of José Olé products while clearly communicating the key difference: twice the filling of the regular Taquitos. The new offering increases the best part of the taquito - meat and cheese - for a more filling and satisfying experience.
We redrew the iconic charro and brought in flat colors for a simplified, modern update. A vibrant new color system, including a pattern inspired by papel picado, gives the Double Stuffed package strong shelf presence. The Taquitos typography was refined and combined with custom Double Stuffed lettering for a bold lockup. The key claim of "2x the filling" directs the consumer to the mouthwatering product photography which showcases the extra meat and cheese inside.
The result is a package that is instantly recognizable as part of the José Olé family while delivering an exciting new offering in the frozen appetizer aisle.
Less...
