Just Mexican

Branding Project

The Background

The year 2012 created a spur in Ahmedabad when a tastefully designed van offered Yummy Mexican food on the go! Their goal was to tingle the taste buds of the Amdavadis with soulful Mexican Treats. Great work paid off when the young Entrepreneurial duo multiplied the outlets across Indian states within a year or two!

The Challenge

We had to create an identity for Mexican food in India and design the vehicle that initially served the food attractively to turn heads. We had to create a character to familiarize the concept of fresh, hygienic and delicious Mexican food. Later, after the outlets came into the picture we had to design the interiors and other business stationary to exhibit the concept, in simple terms Brand the business.

Modus Operandi

In normal parlance restaurant chains possess pictorial representation of the food they serve. We captured the unique concept of a Mascot that represented Mexican food to connect the idea with the target audience. Then was born “Carlos” the official Mascot. Thereafter the all business branding material and outlet interiors were branded similarly to reverberate the native culture and language of Mexico, the homeland for the food served.


The brand strengthened day on day amidst robust business and limitless appreciation from target audience. Eventually this led to expansion of the business many folds within a short span of 2 years.

We Done

Logo Design, Corporate Identity, Vehicle Design, Restaurant Space Branding, Brochure Design, Menu Design

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