La Mesita
Bring the fiesta home
Crafted for everyday moments, celebrations, and everything in between, we worked with Woolworths to reimagine their Mexican range into a celebration of Mexican spirit, flavour, and flair.
La Mesita’s packaging is a vibrant tribute to Mexico’s rich culinary and cultural heritage—expressive, warm, and unmistakably stylish. Each pack features bold colour paired with the iconic La Mesita wordmark and product typography.
Calling for a comprehensive Mexican pantry range, we designed La Mesita to give shoppers an authentic yet accessible way to explore Mexican cuisine at home. Created to fill a clear gap between premium national brands and entry-level private label, the range delivers quality, flavour, and cultural credibility at an affordable price point—responding directly to shifting consumer expectations and cost-of-living pressures.
The central challenge was differentiation. The Mexican category is dominated by a single mainstream player and crowded with dated “Tex-Mex” cues, generic colour palettes, and low perceived authenticity. To stand apart, the design needed to feel genuinely Mexican while remaining modern, ownable, and scalable across a broad multi-SKU range.
The design draws inspiration from papel picado (pecked paper), a traditional Mexican decorative craft, reinterpreted as a contemporary framing device across packs. Intricate cut-paper motifs are combined with saturated colour blocking and expressive typography to create strong brand blocking and immediate shelf impact. Each product variant is clearly differentiated through colour, making navigation intuitive in a busy supermarket environment.
La Mesita avoids clichéd tropes, instead celebrating Mexican culture through pattern, craft, and vibrancy. Transparent windows, appetite-led photography, and clear hierarchy balance emotional appeal with functional clarity.
The project demonstrates how own-brand packaging can move beyond utility to deliver cultural storytelling. For the client, the result is a flexible, future-proof design system that elevates the Mexican aisle, supports tiered expansion across categories, and builds trust through authenticity and standout shelf presence—showing good value doesn’t have to compromise on design.
Nationally launched at Woolworths, La Mesita offers delicious Mexican food that brings the fiesta home.
Selected Clients
Google
Nike
Woolworths
Macro
QV Melbourne
Burwood One
Mirvac
Westside India
Zudio India
Eva
Art of Soule
Play-ground Coffee
Total Fusion Platinum
Tourism Victoria
JCDecaux
Open House Melbourne
Linda Boronkay
Genius Childcare
Mayfield Childcare
The Next Step
Hale Gym & Spa
Accor Hotels
Little National Hotel
Osborn House
DOMA Hotels
Hotel Realm
Louis Restaurant
Med Restaurant
The Alby
Leyla Bar
The Motley Hotel
Evra Restaurant
Dexus
GPT
ISPT
Cbus Property
Charter Hall
Stockland
Colliers
Grollo Group
DOMA Group
Cavcorp
Hesperia
Amber Property Group
