Tesco’s Smokin’ Tex Mex Private Brand

Branding agency P&W has designed the packaging for Tesco’s newly launched Mexican ready meals. The range, comprising seventeen different products including fajitas, enchiladas and ribs, taps into consumer interest in Mexican food by offering consumer a convenient alternative to leading brands such as Old El Paso, which require consumers to assemble the components themselves, and brings something new to the ready meals category.

P&W’s design team realized that, despite genuine interest in more adventurous dishes and authentic recipes, consumers unfamiliar with the depth and complexity of Mexican cuisine had a rather one-dimensional view of it, and did not appreciate the variety on offer. The design emphasizes the authenticity of the recipes—a poster on the wall of a Mexican taco hut inspired the look of the packaging. A hand-drawn font, “painted” on to the wall, denotes the key flavor characteristic of each product—from “smoky” to “sweet” to “cheesy” and “firey”, to entice consumers and drive trial. Additional descriptive copy describes the ingredients, such as Monterey Jack Cheese and Spicy Chipotle Sauce, along with stylized photography featuring crockery sourced from Mexico, to add to the authentic and unique feel of the dishes.

This design is a great illustration of what P&W is all about—actionable consumer insight, a fusion of creative ideas and meticulous attention to detail. It is this uncompromising devotion to quality, along with project management that forms a bridge, not a barrier, between client and creatives makes us a valued partner for Tesco in the UK and beyond.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.