Go Loco Identity
PRINT Magazine Regional Design Annual
We designed the complete brand identity for the fast casual Mexican grill Go Loco. In a very crowded category, we positioned Go Loco as a fast casual restaurant, but used some cues from the fast food world to make sure the branding matched the price point of the food (not a place with bargain menus, but not too expensive either).
The logo needed to be approachable and friendly, instantly different than their competitors, and be simple enough to read from a great distance (so consumers could easily identify the restaurants on the roadside while driving). The photography that we art directed has an artisan quality to it, making sure that we communicated the handmade aspect of the food. Juxtaposed with the images are the bright and colorful graphic elements, a playful custom typeface for headlines, packaging, and menu sections, patterns, stickers, and food illustrations.
The identity included the logo, signage, cups, bags, and stickers, menus and menu boards, a catering menu and van design, in-store promotions and posters, and even a set of funny kids meal stickers.