Gardiner Richardson were asked to name and create the branding and packaging for a new range of tortilla chips, Mexican Dave's. The brand would be competing against household-name brands and own-brand tortillas at an 'everyday' price point. The design is inspired by the vernacular typography of the Mexican street and for authenticity the lettering on the packaging was hand-drawn and hand-painted.
"The company behind these tortillas are passionate about creating authentic products using quality ingredients, and spent considerable time and effort traveling from North East England to Mexico to source recipes and equipment. We felt this was a strong proposition, particularly at this end of the market, and that in order for the brand to punch above its weight, it should be positioned in the space between the everyday and the premium.
This also created an interesting juxtaposition – authentic Mexican Tortillas made in not-exactly-exotic Gateshead, England – one we wanted to find a way to articulate, and so 'Mexican Dave's' was born.
His bizarre yet heart-warming story is told on each pack, also introducing two other protagonists; the mercurial Abuela Patricia Del Marcos Hernandez, (aka Nana Pat) and his cantankerous steed, Diablo."
Designed by Gardiner Richardson
Brand creation: Gary Toal and Gino Di Meo
Copywriting: Gary Toal
Design and art direction: Gino Di Meo
Hand lettering: Alice Hambleton and Gino Di Meo