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.
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.
