Loco Hermanos

With a name like Loco Hermanos, it begs for proof. We took the beloved Colorado-based Tex-Mex burrito restaurant from tame to hold my beer, with a full reposition and rebrand in 21 days flat. Their panini-pressed burritos are out of this world, and that's coming from us, folks who believe burritos are a core food group. Part of our competitive analysis and new brand positioning helped prepare the restaurant for a state-wide (and eventually national) expansion, including into retail with some of their best selling green chile and salsa products. Retail is a completely different beast, with the warm and fuzzy restaurant experience disappearing. The brand needed to sizzle the tastebuds of your eyes, on a crowded shelf. We flipped the brand on its head, focusing on the CPG experience which would drive the look, feel, and atmosphere of the restaurant rebrand, creating a dynamic identity system that drove awareness from restaurant to shelf, and shelf to restaurant. We pulled a lot of inspiration from bodega culture, doubling down on the idea that the restaurant is one big community table. The new brand symbol is a glyph from the calligraphy-inspired logotype, anchoring the Loco Hermanos back to back to take on the world. Our logotype fuses city culture with authentic Mexican script calligraphy. We extended the script into a custom L + H monogram, which is used as a tertiary brand element. The color palette is derived from actual ingredients used in the burritos and salsas, building immediate taste appeal. Piggybacking off of retro bodega signage, the typography system uses bold drop shadows for headline emphasis, with a flash-sheet style visual language that uses iconography and badges. The system is fluid and dynamic, with the ability to be applied across any and every touchpoint, including the future retail packaging architecture. We had a blast with the 3 week sprint, and we're excited to see it fuel regional and national growth in the years to come. Loco Hermanos!