TEXMEX by King for ICA

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TEXMEX

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Sweden
Agency King
Art Director Jonas Yrlid
Photographer Hans Malm
Account Supervisor Mattias Bohlin
Released January 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: ICA
Product/Service: GROCERY STORE
Agency: KING
Art Director: Jonas Yrlid (King)
Account Supervisor: Mattias Bohlin (King)
Account Manager: Anna Sjöberg (King)
Account Manager: Catahrina Erlandsson (King)
Final Art: Judith Wernholm (Kool)
Photographer: Hans Malm (Hans Malm)
Brand Manager: Teddy Falkenek (ICA)
Design Manager: Henke Hjelm (ICA)
Brand Manager: Lena Strömberg (ICA)
Media placement: Food Packaging - Grocery Store - Jan 2011

Describe the brief from the client
The task was to package ICAs’ carefully selected TexMex products in an elegant, exotic and inspiring manner in order to distinguish them from the competitors on the Swedish market.

Describe the challenges and key objectives
The range of TexMex products in Sweden has always had odd graphic expression. The dominating aspects have been the colours red and yellow in combination with Inca patterns and cowboy inspired typography. The challenge in this brief was to break this unsophisticated design pattern, without confusing the target groups, or lose existing customers.

Describe how you arrived at the final design
We wanted to offer the customers a genuine feel of the origin and culture of TexMex food. In order to do so, we turned the packages into contemporary visual travel and exploration experiences from the heart of urban Mexico.

Give some indication of how successful the outcome was in the market
Out of all the European countries, Sweden is the largest consumer of TexMex food. With ICA being Sweden’s largest grocery chain, it’s hardly a surprise that their TexMex products make up a considerable part of the average Swedish bag of groceries.