Ramon Reyes
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Las Fortunitas Gorditas: a packaging redesign

I was given the task of updating an older package for Las Fortunitas Gorditas flour tortillas, and gave it a more modern look.

Role
Senior Graphic Designer
Company
Best Express Foods, food and retail
Timeline
2020
Team
Creative Director, Printer
Scope
Packaging redesign
Result
Successful product rollout to Costco, Publix, and Albertson's
The redesigned Las Fortunitas Gorditas Flour Tortillas package: a 24-count resealable bag with a red top and bottom band and a clear window showing the tortillas. A yellow panel inside a circular Greek-key border carries the Las Fortunitas logo and the name Gorditas Flour Tortillas, flanked by wheat illustrations.
01

Problem

Las Fortunitas Gorditas flour tortillas came in an older package that needed updating.

02

Role

I was the senior graphic designer, responsible for packaging, SKU color systems, identity, and product lifestyle photography.

03

Process

Starting from the old package

I started by looking at the old package and how it displayed in stores. It had little more than a small label on the front, so it blended in with everything around it, and it was easy to mistake for another big brand.

The previous Las Fortunitas package: a plain clear bag of 12 inch flour tortillas with one white label in the middle. The label has a red border, the Las Fortunitas logo with a cactus and sun, the words Fresh, 12 inch Flour Tortillas, 24 Count, the net weight, a nutrition facts panel, ingredients, and a barcode.
Before: a clear bag with a single label
The redesigned Las Fortunitas Gorditas Flour Tortillas bag, front: a 24-count resealable bag with red top and bottom bands and a clear window. A yellow panel in a round Greek-key border holds the logo and the name Gorditas Flour Tortillas, with wheat illustrations on both sides.
After: the front of the new bag, with a clear window and a resealable zip
The back of the redesigned Las Fortunitas Gorditas bag. A yellow band with the name Gorditas Flour Tortillas sits above a nutrition facts panel on the left, and on the right the ingredients, allergy information, storage and heating instructions, a short paragraph about the tortillas, the Las Fortunitas logo, the company contact details, an item number, and a barcode. A red band along the bottom reads Gorditas Flour Tortillas, 24 count, resealable bag.
After: the back of the bag, with the nutrition facts, ingredients, and heating instructions
04

Solution

I started with the feedback from our customer support team about the old package. The number one concern was keeping the product fresh. I researched what makes tortillas go bad, since they spoil quickly, and used what I found to shape the new package.

05

Outcome

Since the redesign, the tortillas have gone into more Costco locations and other retailers across the country.

06

What I'd change

The redesigned 24-count bag works well for everyday shopping, but flour tortillas go stale quickly once the bag is open.

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