The Collaborators really understood our brand from the beginning. We worked with them to develop a vibrant new brand world which we are delighted with. When it came to bringing it to life in comms, again, they just 'got it' and nailed it first time!
Inspired by Latin American food and born from a market stall, Capsicana is now a supermarket success story. The brief for its latest evolution – launched in 2025 – began in 2021, when we helped sharpen the brand’s positioning and created a distinctive brand world that captured the energy and spirit of Latin America.
Our earlier work established the core idea – Create a Fresh Latin Vibe – and a look that continues to drive the brand today. For the latest refresh, our primary task was to bring that vibrancy onto pack to build equity, drive standout, improve navigation and create cohesion across an expanding range. We also developed new shopper and OOH campaign materials.
Visually and strategically, the refresh builds on our original branding, elevating its impact and bringing key equities onto pack. With stronger brand blocking, improved navigation and new energy, Capsicana now commands attention in a fixture long dominated by Old El Paso.
The Collaborators really understood our brand from the beginning. We worked with them to develop a vibrant new brand world which we are delighted with. When it came to bringing it to life in comms, again, they just 'got it' and nailed it first time!