How do we bring the warmth of a Mexican kitchen to the freezer aisle?

The Brief

In a category full of tired tropes, Norteño needed to stand out as a brand rooted in real Mexico - not wrestling masks or sombreros.

Our task was to build a distinctive identity for their taquitos range that captured the flavour, vibrancy and authenticity of homemade Mexican food in the frozen aisle

Our Approach

We moved past the clichés and looked to where real flavour lives - the Mexican home. The identity draws on tiled archways and bold patterns, echoing the warmth of being welcomed into someone’s kitchen. Playful, proud and full of character, the design brings the brand’s “momentito Mexicano” to life. It’s more than frozen food - it’s an open invitation to share something honest, joyful and made with heart.