Packaging

El Paso Chile’s Border Town Packaging

By Delphine Hirasuna | March 22, 2012September 4, 2014

When El Paso Chile Co. commissioned Charles S. Anderson Design in Minneapolis to create a new packaging system for its retail salsa and marinade lines, it wanted to make sure that consumers grasped the fact that its products were authentic Tex-Mex, not wannabe imitations made in places like Cincinnati or Brooklyn. A border town in far west Texas, El Paso is so close to Juarez in Mexico that the two cities are sometimes considered one metro area. El Paso Chile Co. knows its salsas and wanted the packaging to capture that in look and feel.

Brand Logos

Target on the Up & Up

By Delphine Hirasuna | September 21, 2009September 4, 2014

Historically house brand packaging has been sad to look at. It’s as if shoppers were being told, “You want it cheaper than the national name brands, then don’t expect us to spend any money on pretty wrappers.” Increasingly, stores are concluding that packaging that looks inferior to national brands present a missed marketing opportunity. Instead of communicating value, it gives bargain-hunting shoppers the impression that the merchandise inside is just as shoddily produced.

by Corporate Design Foundation

Retail

El Paso Chile’s Border Town Packaging

Target on the Up & Up