Gold Mining.

'Doritos' Spanish translation is ; 'Little bits of Gold'.

We think this is a perfect opportunity to exploit the gold mining theme for our packaging.
We can link the traditional Mexican style in too, as gold mining has been a part of Mexico for hundreds of years.

Mexican Tradition

Here we have analyised Mexico and imagery which relates to it.
The colours of the Mexican flag, shape of the country and names of locations.
Mexican music, traditional acoustic with passion.
Mexican landscape, cactus, dessert, heat, empty plains, boulders and cliffs.
Chilies, hot foods, salsa. All a part of Mexican culture.
Sombreros', Ponchos'; Traditional Mexican attire.
The Mexican wrestler, distinguished by face mask.
Mexican located films, show us a somewhat stereotypical image of Mexico, but one that people can relate to. Also typefaces used in the posters give us direction in that area of design. Usually tall and serif fonts.
Worn surfaces, walls, paintwork, footpaths, flaking paint all damaged by the heat of Mexico.

Consumer Research

Existing tortilla packaging.

Here are the crisp packets which compete with Doritos UK market, they sit next to Doritos on the shelves.
ALL of these packs have some Mexican theme behind them, various packs use a more traditional typeface (Phileas Fogg, Morrisons own, Casa Fiesta and Trato's). Most use related colours, bright yellow and orange for that Mexican flare and some have a washed colour to show tradition and age-old recipe.

Tesco even use a stereotypical Mexican man!

This may be a sign to avoid whats already out there but I would happily buy a pack of Tortillas assuming they had a traditional Mexican flavour by the appearance of the packet, rather than a pack of Tortillas that have no resemblence to Mexican tradition.

Further research/surveying will determine our choice of Mexican Tradition or not.

Doritos - Existing Packaging.

Here is a range of Doritos products on sale to the UK market.
I think the imagery and overall look of the packet is somewhat dull, I would'nt look twice if i saw them on the shelves, they look like a generic crisp packet.
on the back of each crisp packet and dip, Doritos state;
"Doritos have an AMAZING taste because they're made the Traditional Mexican way!"
however, looking at the design, the traditional mexican style isn't apparent, this is the route we plan to take our designs towards.