First of the year! There is no way better to start this year than with a Mexican redesign that I just saw at the grocery store!
La Costeña, the leading canned food products company in Mexico mostly recognized for it’s canned jalapeños, released a new logo and packaging last year, but as it’s usual with commercial Mexican brands they don’t announce this changes because they think it’s not important… but guess what?… it is!The brand refresh kept the famous container and the original colors – red, yellow, orange and brown – but with a darker shade of brown that gives more contrast and strength to the logotype. Along with this change, the brand finally got rid of the drop shadow in the wordmark and introduced a new friendlier and rounded typography with pointy ends; there is no doubt that this change is great, the customized features of the typography like the “t” and “s” make it look like an actual logo and not just a random typed word like the last one.
Unfortunately, this new wordmark isn’t perfect, the words are too big for the container, like if they were trying to escape (which is not a bad idea), it also has some typographic problems such as the kerning between the “s” and “t”, and the “ñ” that looks bigger that the other letters.
As for the packaging, of course it looks better, anything can look better than the word art they had in their cans. Overall, there is no doubt that this is an improvement for the brand, a huge improvement if we compare it to the last design, but I think that if they were looking for a change there is still a lot of room for them to play with, starting by creating a concept for the brand, because the new packaging clearly exposes that “La Costeña” is one of those clients who say that they just need a logo and don’t know the potential of graphic design.
But well… That’s my F Opinion