Wahaca, the UK restaurant group selling Mexican-style street food, partnered with creative agency 'Without' to relaunch its Wahaca Taco Kits in supermarkets across the UK.
The relaunch initiative was meant to fuse the popular restaurant persona with the at-home taco kits to better connect with consumers. The refreshed marketing features a new brand and packaging identity that was inspired by the vibrant culture of Mexico. The eye-catching color palette includes blue, yellow, purple, and pink with a quirky logo in the sans-serif font.
The labels feature refreshed stylized illustrations with photographs of food products that were designed to help recreate the interactive restaurant experience at-home with consumers. In addition, Wahaca Taco Kits now include 'Tommi Tips' to "further amplify the [consumer's] relationship with the restaurant chain."
Funky Taco Kit Rebrands
Wahaca Taco Kits Relaunched Across the UK With a Fun New Brand Identity
Trend Themes
1. Personalized Meal Kits - The relaunch of Wahaca Taco Kits with a refreshed brand identity and interactive features presents an opportunity for personalized meal kits that recreate the restaurant experience at home.
2. Culture-inspired Packaging - The vibrant and culturally inspired packaging for the Wahaca Taco Kits showcases the potential for brands to incorporate cultural elements in their product designs to captivate consumers and differentiate themselves in the market.
3. Enhanced Customer Engagement - The addition of 'Tommi Tips' in Wahaca Taco Kits demonstrates the potential for brands to enhance customer engagement by providing tips, tricks, and insights that deepen the relationship between consumers and the brand.
Industry Implications
1. Food Delivery Services - The rebranding of Wahaca Taco Kits presents an opportunity for food delivery services to offer personalized meal kits that bring restaurant experiences into consumers' homes.
2. Packaging and Design - The culture-inspired packaging of Wahaca Taco Kits highlights the potential for packaging and design companies to create visually appealing and culturally relevant product packaging that attracts and engages consumers.
3. Restaurant Chains - Restaurant chains can capitalize on the success of Wahaca's rebranding by incorporating interactive features and offering supplementary tips in their at-home meal kits to strengthen customer relationships and boost customer satisfaction.