Redesigning a Swedish tradition

Designed at Identity Works

a Swedish


No, its not meatballs. The strongest food culture in Sweden is seasoned with the spices of Mexico and Texas.

Statically speaking, Swedes crave a taco infused dinner at least once every week. Fuelling this trend is Santa Maria – Northen Europe’s largest flavouring company with a portfolio featuring more than 100 taco products. With Tex Mex food becoming increasingly popular across Northern Europe, they initiated a redesign to continue its growth-streak.

The result? A a great success, supported by double-digit sales growth during the first year. Furthermore, customers perceived the assortment as more diverse after the re-design.

Client: Santa Maria
My role: Designer
Services: Packaging design, Brand book