Mission Foods' new identity and pack design created by Embrace

Mission Foods is accompanying the launch of its new range of Mexican products with a new identity and pack design created by Embrace.

Mission packaging

The identity and packaging of the new range aims to reflect a fresh approach to Mexican food, and avoids stereotypes associated with Mexican food, such as images of deserts and cactus plants.

Ian Job, marketing director at Mission Foods, said: “The Mexican food section of the supermarket is normally a bright area with lots of vibrant colours and as such, we wanted to ensure the range stood out on the shelf and caught the attention of consumers. I am delighted with the work that Embrace has done and think our new range certainly represents the fresher tastes of Mexico and is visually enticing.”

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.”

Staff Writer

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