The blending of Hispanic and Asian flavors was popularized by the Los Angeles food truck scene in the late 2000’s; Tapatio Ramen’s current reach across the US has introduced the delicious fusion of flavors to millions more across the nation. I’ve had the pleasure of working with Tapatio Ramen in multiple roles, as a designer, art director, and brand manager.
Tapatio Ramen launched with packaging that followed the parent brand’s style guide. However, the client came to feel that this artwork did not service the innovative aspect of their product. The new product packaging needed to build upon the established reputation of Tapatio Hot Sauce for flavor, while showcasing the boldness of the crossover into a new product category and the punch of flavor customers sought out. After much discussion and final approval from the parent brand, Tapatio Ramen rebranded.
Along with the rebrand and new product packaging, Tapatio Ramen needed all new sales and marketing collateral. Working with the Sales and Marketing teams, trade show booth artwork got an update with a special feature for a new flavor launch, plus all new sales sheets, presentations, and campaign graphics.
Tapatio Ramen social feeds are dedicated to featuring restaurants, food trucks, and ramen fans putting their own spin on the traditionally microwaveable, budget-friendly pantry staple, elevating Tapatio Ramen to a full-on dining experience for foodies to seek out. Tapatio Ramen started curating this community in mid-2020 when the trend first emerged and now has an active community who knows Tapatio Ramen loves to feature their creativity.
A supplemental style guide for the product line was created to pair with the parent brand guide.
Below are additional flavor concepts that were explored and some still have the potential to be produced and introduced to the US marketplace.
