Sneak Peek at the Process

For more than six years, we’ve partnered with Fiesta Grande to evolve their brand and packaging, helping shape everything from their original chip bag redesign to ongoing packaging updates that have kept the brand fresh while remaining unmistakably Fiesta Grande.

Now, we’re excited to share a sneak peek at their newest chapter—new chip flavors!

Working closely with the Fiesta Grande team, we helped bring three brand-new chip flavors to life through a complete packaging expansion. While we can’t reveal everything just yet, here’s a behind-the-scenes look at the creative process that transformed each new flavor from an idea into something ready for the shelf.

Every great package starts with storytelling. For these new flavors, our goal was to create packaging that immediately communicates personality before a customer ever opens the bag.

Word Play

We explored multiple naming and descriptor directions for each flavor, balancing appetite appeal, memorability, and brand voice, and shelf recognition and legibility. The right language has the power to spark curiosity, communicate flavor, and create an emotional connection before someone ever takes their first bite.

It’s one of those behind-the-scenes creative processes that often goes unseen but plays a significant role in a successful product launch.

Color that hints at flavor

We developed a fresh color palette for each variety, carefully selecting hues that felt vibrant, appetizing, and distinctive while still fitting seamlessly within the established Fiesta Grande family and working well on their paper selections. Together, the colors create a cohesive lineup on the shelf while allowing every flavor to stand confidently on its own.

Patterns with Personality

Color was only part of the story.

To give each flavor its own visual identity, we created a collection of custom patterns inspired by the ingredients, spices, and overall character of each chip. These graphics add movement and energy to the packaging while reinforcing the unique personality behind every flavor.

It’s a subtle detail that creates a richer brand experience—and one customers may not consciously notice, but certainly feel.

More to Come

We’re proud to continue our long-standing partnership with Fiesta Grande and grateful for the trust they’ve placed in our team over the years.

We can’t wait to share the full collection once these new flavors officially hit the shelves. Until then, enjoy this sneak peek—we think they’re worth the wait.

Erica is Senior Art Director at FoxFuel. She loves bright colors, animals, and lifted trucks (and jeeps... and SUVs).