Houston, Texas-based Tajín International Co. recently concluded the Fan Pack Design Contest in a private ceremony where Cristina López won a grand prize of $10,000, receiving $5,000 and donating $5,000 to the nonprofit organization Amigos de las Americas. Tajín also unveiled the Variety Pack – new packaging with the winning design.
In June, Tajín launched a contest to select the new design for the cover of Tajín’s Variety Pack, a box that contains a selection of six of its most popular seasoning and hot sauces. Instead of targeting professional designers and artists, the brand decided to open it to its Instagram community and invited consumers to participate.
López’s design was voted the winner by the brand’s Instagram community and was chosen among the five finalists who were selected out of more than 100 participants’ submissions.
“The Variety Pack was created for Tajín’s fans, and as they are the reason of our brand success, we wanted them to be part of this new design process,” said Juan Carlos Limón, Tajín U.S. brand marketing manager.
“Although it was a hard task to select the best design as most of them were of a great caliber, we are very happy with the winning design. It communicates our brand’s personality very well.”
As part of the competition, the contestants were asked to select a cause or organization they wanted to make a donation. At the event, Jarrod Ford, president of the local Houston chapter of AMIGOS, received the donation of $5,000.
“AMIGOS, like Tajín, is about bringing people together. This support will help empower young people throughout the Americas to learn about new cultures and serve as leaders in their communities,” Ford said. “We are so grateful to Tajín and to Cristina for this generous donation.”
López, who is originally from Aguascalientes, Mexico, and now lives in Texas, was inspired by her Mexican heritage and the emotional connection that she has with the brand.
“I am immensely proud and grateful for this experience,” López said after receiving the prize. “With my design, I wanted to express the brand’s joy. Using images, I worked to show the emotions and versatility of using Tajín.”
The Tajín Variety Pack will be available with the new look for a limited time in Amazon later this year.
Industrias Tajín is a Mexican-owned company and market leader in both Mexico and the U.S. in the chili powder category. Today, it has a presence in more than 65 countries around the world.
