Tropicale Foods, LLC

In an effort to establish a new leader in the frozen novelties space, we collaborated with Helados Mexico to overhaul the brand’s positioning, story, packaging, and consumer touchpoints with an approach that celebrates the authentic flavors of Mexico.

Capabilities

Positioning
Brand Story
Packaging Design
Photography
Point of Sale
Social Media
Web Design

Challenge

Helados Mexico is a leading Hispanic frozen novelties brand known for its authentic recipes and fresh ingredients. With local markets conquered, they had a bold vision to become the #1 national purveyor of Hispanic frozen novelties. To achieve this goal, we had to keep our current base energized while growing brand awareness and trial with a new, broader audience.

Action Taken

This ambitious goal required an equally bold branding and packaging redesign across a portfolio that spanned more than sixty SKUs. The DuPuis Group collaborated with Helados Mexico to develop brand positioning and strategy. After consumer research solidified our positioning and brand story, we tackled the packaging, giving the brand a signature blue color that was perfect for a tropical getaway and unforgettable at shelf. Because taste is at the heart of this brand, we brought it to life with the vivid play of fruit and product in every brand touchpoint, including on pack, online, in-store, and on the road.

Results

The resulting branding, packaging, and activation is a joyful celebration of premium and authentic flavors that stands out wherever it’s found, boldly engaging the brand’s current consumers as well as a new audience.