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.