Tacontento

The Challenge:

Mexican brands tend to look the same: traditional, predictable, and purely functional.Tacontento needed to stand out in a multicultural market while communicating authentic Mexican flavor and joy.

We needed to create a brand that feels fun, playful, and authentically Mexican, while appealing to local tastes and cultural expectations.

The Strategy (Below the Surface)

Through quantitative and qualitative research, we discovered that carnitas are most often eaten to celebrate special moments: birthdays, get-togethers, or any small victory.

To increase frequency and create a stronger emotional connection, we transformed the platform into everyday celebrations: small, joyful moments that don’t need a reason to enjoy carnitas.

The name Tacontento embodies this insight perfectly:
taco (instantly recognizable) + contento (the emotional payoff).

The Creative Response (Above the Surface)

Strategy translated into a bold, playful, and character-led identity designed to feel approachable, joyful, and unmistakably Mexican.

We introduced El Chuletas, a brand character embodying the celebratory spirit, acting as a recognizable anchor across touchpoints, from packaging to social media content.

The vibrant color palette draws from Mexican visual culture, reinforcing warmth, energy, and authenticity, while supporting a flexible system that can grow across platforms and applications.