The brief was to create a new integrated look for ICA’s texmex products. The goal was to get a broader definition of the texmex-meal, from focusing mainly on tacos to become a whole range of different dishes with a more modern feel. The range should have a coherent look but also with each individual product getting it’s own personal feel.
Our solution was inspired by Mexican patterns and signs with a tactile feel and bright colours. A series of hand made icons and images were developed in close collaboration with a team of illustrators to even further elevate the Mexican look. A lot of effort was also put into creating food images that would look great tasting, inspire and fit into the concept – the end result was based on the colours and materials of a mexican kitchen table.