P&W has designed the packaging for Tesco’s newly-launched Mexican ready meals. The range, comprising seventeen different products including fajitas, enchiladas and ribs, taps into consumer interest in Mexican food by offering consumer a convenient alternative to leading brands such as Old El Paso, which require consumers to assemble the components themselves, and brings something new to the ready meals category.

P&W’s design team realised that, despite genuine interest in more adventurous dishes and authentic recipes, consumers unfamiliar with the depth and complexity of Mexican cuisine had a rather one-dimensional view of it, and did not appreciate the variety on offer. The design emphasizes the authenticity of the recipes—the look of the packs is inspired by a poster on the wall of a Mexican taco hut. A hand-drawn font, «painted» on to the wall, denotes the key flavour characteristic of each product—from “smoky” to “sweet” to “cheesy” and “firey”, to entice consumers and drive trial. Additional on-pack copy describes the ingredients, such as Monterey Jack Cheese and Spicy Chipotle Sauce, along with stylized photography featuring crockery sourced from Mexico, to add to the authentic and unique feel of the dishes.

“This design is a great illustration of what P&W is all about—actionable consumer insight, a fusion of creative ideas and meticulous attention to detail. It is this uncompromising devotion to quality, along with project management that forms a bridge, not a barrier, between client and creatives makes us a valued partner for Tesco in the UK and beyond.”