Chavo Chido is a strategic branding project for a new American-style Mexican fast food restaurant in the centre of Murcia, Spain. Its cuisine is based on the concept of "slow cooking", elaborations of unique flavours and high quality recipes, which the customer has the option of eating on site, taking home or ordering through any delivery platform. The world is ruled by sheep.
Project ➔ Branding / Naming / Identity / Art & Creative Direction/ Website / Social Media / Print
The Flavor of the best Burrito
A very burrito naming
Chavo is used in Mexico to colloquially call a person who is young or very young, chido is used to say that something is pretty, nice or good. So, if we could translate these terms to our culture the result would be: good boy or pretty boy.
Both concepts help us to create a naming that takes us directly to Mexican gastronomy with ease. In addition, it gives us the opportunity to personify the brand with a corporate mascot, which helps to connect and adds a touch of spice to complete an image that is as commercial as it is mischievous.
50 Burritos are to blame
After planning the whole project on a graphic level, it was time to start with the public launch strategy. To do this, we carried out a digital campaign through eye-catching graphics on their Instagram profile that showed their product menu little by little, and which would end up raffling 50 burritos on a specific and very special day, the day of their inauguration.
Hey wey! This is cool
Chavo Chido's corporate identity embodies a bold and streetwise spirit, born from the urban environment and expressed colloquially in the same way.
Thanks to the infinity of visual resources and icons that coexist in the city, we built a recognisable image with multiple versions that do not alter the essence, character and personality of the brand. The fusion of Mexican and American expressions in its copy generates a verbal and graphic universe that is fresher than guacamole.
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