Rancho Los Coyotes
The new mexican style snack brand
The new mexican style snack brand
We proudly present a redesign project undertaken for a traditional Mexican snack brand. This brand is ranked among the top 10 snack companies in Mexico.
We’ve worked on the redesign of the brand “Rancho Los Coyotes” under a very Mexican style, creating a clear differentiation to their domestic competitors, which provide a graphic style mainly focused on Frito-Lay’s brand (Sabritas) as well as their product lines of potato chips, corn chips, fried flour snacks and dry roasted snacks (peanuts, chickpeas, seeds and pistachios).
We decided to create a unique story with a series of characters which represent each of the product lines.
The story of ‘Los Coyotes’ takes place in a typical Mexican Ranch located in the state of Jalisco, where the grandmother is in charge of cooking potato chips in a very traditional way.
We’ve worked on the redesign of the brand “Rancho Los Coyotes” under a very Mexican style, creating a clear differentiation to their domestic competitors, which provide a graphic style mainly focused on Frito-Lay’s brand (Sabritas) as well as their product lines of potato chips, corn chips, fried flour snacks and dry roasted snacks (peanuts, chickpeas, seeds and pistachios).
We decided to create a unique story with a series of characters which represent each of the product lines.
The story of ‘Los Coyotes’ takes place in a typical Mexican Ranch located in the state of Jalisco, where the grandmother is in charge of cooking potato chips in a very traditional way.
Grandma character is grumpy and bossy yet also tender and sympathetic. Grandma represents the matriarchy ever-present in the Mexican culture.
Besides Grandma, there are other characters living with her at her Ranch. “Meliton” the cowboy -who is like a son to her- is responsible of all duties on the ranch, “Meliton” character represents the corn chips line.
“Trotitos” the horse, is “Meliton” faithful companion. “Trotitos” takes care of its own fried flour snacks line.
Finally, the joyful Pig “Benjamon” who is in charge for the pork crackling line, and the mischievous Coyote, who represents the dry roasted snack line.
One important thing to note is that every product comes with a popular Mexican saying included on the art of each package.
Besides Grandma, there are other characters living with her at her Ranch. “Meliton” the cowboy -who is like a son to her- is responsible of all duties on the ranch, “Meliton” character represents the corn chips line.
“Trotitos” the horse, is “Meliton” faithful companion. “Trotitos” takes care of its own fried flour snacks line.
Finally, the joyful Pig “Benjamon” who is in charge for the pork crackling line, and the mischievous Coyote, who represents the dry roasted snack line.
One important thing to note is that every product comes with a popular Mexican saying included on the art of each package.
