Contributed by Thiago Belas of São Paulo-based KONG REX.
Although very popular in Brazil, Mexican food is relatively new within shopping mall food quarters. As such, it was necessary to communicate the new brand and it’s products without falling in the stereotypes of the category: heavy and spicy food.
The new identity was designed to be clean, colourful and fun, and especially made to show the wide diversity of Mexican food and culture in a new easy way. The colours, fonts and graphics were inspired by all inherent icons and aspects of mexican culture such as the lucha libre posters and many others.
The result is a new way to make ethnic food restaurants modern, easy and pleasant to all kinds of consumers without losing their authenticity and expected characteristics.
Here’s how the store-front looked before the rebrand (below).
Chilli Pilli store-front (before)
Chilli Pilli store-front (after)
View more work on the KONG REX website.