Tapatio   |   Info


For 46 years this family owned business has brought spice to our lives. Now its bringing it to snacks.

In 1971, Jose-Luis Saavedra Sr. started a beloved hot sauce brand. 46 years later, the family-owned company has grown through it's a quality product and is now creating brand extensions via a series of licensing agreements.

We were brought in by our partners at Fasttrak Foods to develop a Popcorn and Duru line that could easily expand into other categories. First, we used the bottle as an establishing element on each package and delivered nuggets of product-specific romance copy and brand information on the back panels of each bag. For example, Tapatio is the name given to people from Guadalajara, Jalisco, Mexico, where Jose-Luis Saavedra, Sr was born. By combining the Tapatio's rich history with a fresh take on its brand experience, we created an eye-catching design the brand can now leverage as it expands into additional product categories.

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  • CLIENT        Fasttrak Foods

  • ROLE           Concept Development & Design

  • AGENCY       Chart+Foster Co