CLIENT SINCE 2021
Tacodeli
STRATEGY
BRANDING
packaging
UNPACKING WHO YOU ARE
Roberto Espinosa, Tacodeli founder, knows tacos. Inspired by the magical flavors of his favorite hometown taquerias in Mexico City, Espinosa was on a mission to combine the fresh, bold flavors of his native roots with the quirkiness of his new home in Austin, Texas. After years of hard work and the support of his close-knit community, Tacodeli was born, giving Austinites a chance to experience authentic Mexican cuisine made with the individuality of their very own funky capital city.
UNPACKING THE CONSUMER
After enduring countless renditions of the same traditional-but-tired “Old Mexico” story in the tortilla aisle, consumers in Austin (and beyond) were hungry for something different. In today’s age, shopping for the
family can be a daunting, monotonous task; between picky eaters, dietary restrictions, and health considerations, shoppers not only need quality food, but a little levity in their routine grocery run! Enter Tacodeli, purveyor of the quirky, signature fun that only Austin can add to both food and life. The next challenge? Ensuring these connotations were clearly communicated across all touchpoints of the brand, specifically in the CPG space.
PACKING IT ALL BACK UP
Where Tacodeli mastered the balance between authenticity and innovation, the packaging solution looked to balance doses of fun and levity alongside freshness and expertise. From chips to sauces to tortillas,
each package contains a treasure hunt of elements representative of Austin and Espinosa’s story. Bright colors draw attention, spirited skeleton characters (emulated from the painted tables at the restaurants) make you look twice, and Austin-inspired “easter eggs” keep you scanning. As a result, each package captures the spirit of Austin, the inspiration of Mexico City, and the personality of Tacodeli. ¡Deliciosas!
unpacking brand truth
Where Tacodeli mastered the balance between authenticity and innovation, the packaging solution looked to balance doses of fun and levity alongside freshness and expertise. From chips to sauces to tortillas,
each package contains a treasure hunt of elements representative of Austin and Espinosa’s story. Bright colors draw attention, spirited skeleton characters (emulated from the painted tables at the restaurants) make you look twice, and Austin-inspired “easter eggs” keep you scanning. As a result, each package captures the spirit of Austin, the inspiration of Mexico City, and the personality of Tacodeli. ¡Deliciosas!
Funky fresh runs in our DNA.
UNPACKING WHO YOU ARE
Roberto Espinosa, Tacodeli founder, knows tacos. Inspired by the magical flavors of his favorite hometown taquerias in Mexico City, Espinosa was on a mission to combine the fresh, bold flavors of his native roots with the quirkiness of his new home in Austin, Texas. After years of hard work and the support of his close-knit community, Tacodeli was born, giving Austinites a chance to experience authentic Mexican cuisine made with the individuality of their very own funky capital city.
Keep Austin weird & food fun.
unpacking THE CONSUMER
After enduring countless renditions of the same traditional-but-tired “Old Mexico” story in the tortilla aisle, consumers in Austin (and beyond) were hungry for something different. In today’s age, shopping for the
family can be a daunting, monotonous task; between picky eaters, dietary restrictions, and health considerations, shoppers not only need quality food, but a little levity in their routine grocery run! Enter Tacodeli, purveyor of the quirky, signature fun that only Austin can add to both food and life. The next challenge? Ensuring these connotations were clearly communicated across all touchpoints of the brand, specifically in the CPG space.
ATX-MEX!
PACKING IT ALL UP
Where Tacodeli mastered the balance between authenticity and innovation, the packaging solution looked to balance doses of fun and levity alongside freshness and expertise. From chips to sauces to tortillas,
each package contains a treasure hunt of elements representative of Austin and Espinosa’s story. Bright colors draw attention, spirited skeleton characters (emulated from the painted tables at the restaurants) make you look twice, and Austin-inspired “easter eggs” keep you scanning. As a result, each package captures the spirit of Austin, the inspiration of Mexico City, and the personality of Tacodeli. ¡Deliciosas!
“I've been impressed with unpack'd's combination of strategic thinking with a variety of design capabilities. We ultimately landed on an illustrated style of design and the actual art itself is wildly impressive. Unrelated, working with Wes and his team always felt like a true partnership, not a transactional relationship.”
Jeff Day
President, Tacodeli CPG Business Unit (Formerly, Amplify Snack Brands & General Mills)
THE IMPACT
More deli in your belly.
From a small-but-mighty taco shop in 1999 to a proud ATX-Mex staple, Tacodeli has expanded their renown from popular brick and mortar locations to the CPG world. Better yet, the whimsically weird
skeleton illustrations and “insider-only” nods to Austin idiosyncrasies have helped set their products apart on the shelf. Hungry for something different? No worries. You don’t need to bring yourself to Austin, Tacodeli will bring it to you.
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