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Yeah the sunshine

We first met Jenny Divine and Cameron Proctor when they were looking for a strategic creative partner to revitalise their brand Mazamigo – a local Mexican restaurant.

Mixed Mexican

The Mazamigo restaurant had been an institution in the past, and was popular for the hearty ‘Aussie’ style Mexican food – heavy on the cheese and light on discerning flavour. When Jenny and Cameron took over the restaurant, they realised that contemporary taste for Mexican food had moved on, and it was time to rethink their offer in line with their vision – homestyle, wholesome, authentic Mexican food that tastes great and is good for you.

Solutions come in threes

“Our brief was three-fold,” says Clifton Daniell, Executive Creative Director at Fluid. “Firstly, we needed to audit the Mazamigo range of ready-to-serve meals and sauces, to better understand aspects that were under-performing. Secondly, we needed to audit competitor brands and ready-to-serve meals in supermarkets to identify potential white space for the expanded range. And lastly, depending on the findings from the audit, we needed to recommend a new brand platform and packaging architecture.”

Two steps backwards, one step forward

The findings from the audit were conclusive. The Mazamigo brand name and packaging semiotics were not in step with the experience of tasting the product. Fluid had consumers try and like the taste, but they weren’t prepared to buy the product because the brand and packaging lacked authenticity and credibility.

What’s in a name?

It turns out everything. One of our key findings was that the brand name was not memorable. The name Mazamigo meant nothing to consumers outside of Torquay, and the brand image was not distinctive enough to build a new product platform with confidence. We undertook an extensive naming exercise to find a new name, which ultimately landed the idea of combining the Spanish word for sun ‘sol’, the symbol of the tortilla, with ‘toro’ representing the energy and vitality of the raging bull. Soltoro!

The distinctive look of the logo merges the bull’s head with radiating sunrays to create a memorable and ownable brandmark. The inclusion of the qualifying strapline, Soltoro Mexican Kitchen, articulates the core promise of traditional Mexican flavours for the modern home. Natural looking packaging underscores the minimal aesthetic, with simple, considered typography and a diagonal colour stripe denoting the various ranges. The expanded product range includes sauces, seasonings, dips, condiments, and take-home, ready-to-eat meals.

Bringing the authentic taste of Mexico to life

The Soltoro visual language which extends across primary and secondary packaging, point of sale, website and social media presence conveys a distinctive brand proposition which is distinctive to the Australian market.

Recognising distinctive design

Soltoro Mexican Kitchen is a finalist at the 2016 AGDA Awards. The result was so compelling that it was recognised amongst some of best work in Australia in the Food Packaging Award Category.

Visit the awards page

AGDA 2016 finalist