Señor Gordon's


Señor Gordon’s is a Denver staple. It’s been on shelves of prominent grocery stores since 1948. So when Chip, the owner, asked us to update the decades-old design, we knew it’d be no easy feat. When faithful customers are used to seeing a specific package design, you don’t want to stray too far with the update.

Senor Gordons Chili Mix Seasoning Label
Full Case of Senor Gordons Chili Packets

We kept the Señor Gordon caricature largely as is, but we added a banner above his head with the product name, a bright green starburst behind him, and the pot he’s cooking out of is the transparency window. Then, the caddy box that houses the packets was designed to look like a desert, with Señor Gordon peering out over the top. The caricature, brand name, and product name are all simply discernable.