DuPuis puts the spice back into Rosarita’s packaging.
1.27.2009
DuPuis has elevated the Rosarita brand experience for today’s consumer with a visual language that celebrates heritage, authenticity and taste appeal.
Rosarita began in 1940 as a small family business whose goal was to bring authentic Mexican-style beans to the public. Now, as nationwide leader in refried beans, there is a need reassert and celebrate the brand’s authentic heritage and great taste.
DuPuis’ trend watch indicated that consumers are on the lookout for pure, authentic grocery options. Further research revealed that consumers view Rosarita as the only real, true Mexican food offering. These insights helped lead to an evolution of the Rosarita icon with the addition of depth, warmth and detail. Originally a sketch created by one of the owner’s sons, the Rosarita icon has now become a modern, authentic beacon for the brand.
New product photography and a “fresh ingredients approach” reassert the taste and communicate that this product is truly “The Heart of the Mexican Meal”. Shop-ability has also been adjusted for a memorable brand block, while appetite and differentiation was leveraged for each SKU in the line.
DuPuis’ updated brand design contributes to Rosarita’s target-relevant appeal, while at the same time draws in a broader audience.