El Paso del Lazo presents a fresher and bolder new look

El Paso del Lazo has unveiled its new image, introducing a refreshed visual identity designed to bring more colour, strength, and personality to the range.

The rebranding places colour at the centre of the design, creating a more contemporary and recognizable look while preserving the essence of the brand. The objective was clear: to strengthen visual impact, enhance personality, and create packaging that connects naturally with today’s consumer.

In markets where the new packaging is already available, such as Tokyo, the response has already been positive from a commercial perspective.

This new identity represents the same essence of El Paso del Lazo, now expressed through a fresher, bolder, and more distinctive design.

Same essence.

A fresher and bolder expression.