London-based branding and design consultancy Embrace has created new package design and identity for the new Mission Foods range of Mexican products.

The identity and packaging of the new range reflects a fresh approach to Mexican food and represents none of the typical visual stereotypes associated with this category, such as images of deserts and cactus plants.

The new branding will be featured in a wider marketing TV campaign in a new Channel 5 show ‘Mexican Food Made Simple’.

Greg Vallance, co-founder of Embrace Brands said  “It is always both exciting and challenging to work with a brand that is aiming to challenge the status quo in a sector, and our work with Mission Foods is no exception. However I am confident that the identity we have created for them not only reflects the fresh approach they are encouraging consumers to take when going Mexican but will also give Mission a strong identity in the market moving forwards.”

Photo:The Mission Foods new Mexican range designed by Embrace