A Tex-Mex fast food casual restaurant in Chengdu, China.
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To refresh the existing logo and develop a cohesive and expressive corporate identity for one of China’s first Tex-Mex grill restaurants. The goal was to visually communicate the brand’s unique positioning as a cultural ambassador of authentic Mexican cuisine in Sichuan province, while bridging the gap between Chinese culinary culture and Mexican flavor. The brand had to feel both playful and bold to resonate in a culturally diverse market.
We reimagined the visual identity by building it around four vivid characters inspired by traditional elements of Chinese cuisine, placing them into a bold, multicultural narrative. These characters became the core of the communication strategy, symbolizing the fusion of Sino-Mexican culture.The updated logo and graphic language combined vibrant color palettes, playful typography, and unexpected illustrations to create a brand that feels fresh, fun, and full of personality—just like the food it represents.
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A universal and customizable design solution was developed to make it possible to quickly expand the business to a chain of franchise restaurants, applying the design to any space available for the lease. Brandon Archibald’s unique service “Restaurant Identity™” gave the Woobles operation space its branded look and feel. The brand identity guidelines not only explain how the brand identity should be used but also provides a detailed explanation of interior and exterior design rules and regulations. The colors, materials, furniture, lights, textures, and fixtures were carefully selected and applied to the first location. Now, they can be expanded to any other place within the days saving plenty of time.
Mexican food in China is a rarity. Good Mexican food in China is a very rare thing. Good Good restaurant is an ambassador of Mexican food culture in the whole Sichuan province. We picked four characters that are usual for Chinese cuisine and showed them in a completely new multicultural way. We build the corporate style on their bright personalities and communication between them.For us, Ukrainians, it was a real gonzo-trip straight to two different worlds. We’ve been so immersed in the Sino-Mexican reality that we still cannot get out of it – it is too fun.
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