Client: California Burrito
Brief: To refresh California Burrito’s branding and visual identity, changing the way customers viewed their offerings.
Although California Burrito had been around for many years, they wanted to change the consumer’s perception of their brand to bring it in line with their vision. We began by revisiting their branding, taking the storytelling approach to highlight their values, origins and ingredients. One of California Burrito’s key messaging points was its focus on real, additive-free, healthy food that tasted as good as it looked. With this as our foundation, we built a powerful positioning statement — Honestly Good Food.
We extended the colour palette, reducing the presence of black and red while adding more greens, browns and yellows to create a natural sense of freshness. A hand-drawn illustration style infused warmth and an organic, homegrown feel to the visual communication. The takeaway bags and the packaging depicted the ingredients and their sources, furthering the concept of food that was honestly good.
While many of their customers were ordering in, California Burrito wanted to set themselves apart from other QSRs. We achieved this by elevating their visual language to convey a sense of transparency about their carefully-sourced ingredients and made-with-love product offerings. Our brand proposition was translated into their spaces and in-store collaterals, making for a cohesive brand experience for the customers.
