Burritos
Brand strategy and visual identity for a Mexican burrito restaurant built around friendship, good food and staying a little longer.
Project Scope
Brand Concept | Visual Identity | Brand Voice | Brand Applications | Packaging
WE IDENTIFIED AN OPPORTUNITY TO CREATE SOMETHING BEYOND A RESTAURANT:
A gathering place where great food, entertainment, and meaningful connections come together.
Burritos México was built on a foundation of authenticity, familiarity, and connection. The challenge was to transform its existing personality into a contemporary visual identity capable of engaging new generations while preserving the warmth that defined the brand.
We developed a brand personality that celebrates spontaneous moments, shared experiences, and the joy of being together. The strategy positioned Burritos as a relaxed, authentic, and memorable destination, where every visit offers a new reason to stay a little longer.
A BOLD MEXICAN IDENTITY.
The creative direction was inspired by a fresh, bold, and contemporary interpretation of Mexican culture. Moving away from traditional Tex-Mex aesthetics, we explored a more graphic, urban, and expressive visual language. The contrast between vibrant red, and neutral tones creates a distinctive visual universe, while bold compositions and playful graphic elements bring energy, character, and versatility to the brand.
The identity draws inspiration from the brand's name and the naturally social, easygoing personality of donkeys. This connection became the foundation for a playful and approachable graphic language, where the character represents companionship, shared moments, and good humor.
A BRAND TRULY COMES TO LIFE WHEN IT BECOMES PART OF THE EXPERIENCE.
With this in mind, we created a flexible visual system designed to extend across multiple touchpoints, from packaging and takeaway bags to wrappers, uniforms, physical spaces, and brand communications.
With this in mind, we created a flexible visual system designed to extend across multiple touchpoints, from packaging and takeaway bags to wrappers, uniforms, physical spaces, and brand communications.
At its core, Burritos México is about the connections made around great food. Through a relaxed, playful, and distinctly Mexican tone of voice, we created a brand that speaks like a friend and feels like part of the group. Built around the idea of “El burrito que siempre te acompaña” (The burrito that's always by your side), the identity celebrates friendship, spontaneity, and the little moments that keep people coming back.
THE BURRITO THAT STAYS WITH YOU
From research and strategy to visual identity and brand experience, each chapter reveals how Burritos México evolved into a distinctive brand designed to bring people together.
