Chilli Pilli
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)
And after.
Chilli Pilli store-front (after)
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View more work on the KONG REX website.
8 comments on “Chilli Pilli”
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Hello David,
I am very thankful that you took the time to put up the design process behind all your brand identities, it helped me to create my own brand. Thank you. :D
HAHA my bad >.<
I think this is clear that it’s by http://www.kongrex.com.br/ isn’t it? ID is about other peoples identities, not stuff David has done.
@ lee
:p yeah i realized tat after i posted my comment >.< hehe ur mind dosent respond well when ur tired :L
I’m not impressed by the extended slab serif, it’s terribly illegible, and the new logo isn’t any better than the old one.
It seems like they just uncluttered the place in the new version.
Not impressed. I’m sure the food would taste great though :)
This particular slab serif font is a little too much. I think if it wasn’t as bold and extended, it would have been a little more effective. I also think “chilli pilli” and the words don’t really work well together.
But I love the overall look and feel.
I completely disagree with Louis Bullock about the typefaces. I think the combination of the extended slab serif and the condensed sans serif is completely appropriate for mexican food. It has a wild west, hand painted sign kind of vibe. I do agree with him however, that the logo lacks a certain something. Although, it is clearly a step up from the old one. The chili pepper as the I. Dang.
@Greg Jewett, let’s agree to disagree :)