Case Study:
Mucho Fresh Burritos
Look into the whole process for a restaurant marketing campaign from brief to final deliverables.
Fresh Burritos is a Mexican-inspired fast-casual restaurant brand based in France, serving up fresh, vibrant flavours in the form of burritos, naked burritos, tacos and salads.
Mucho Fresh Burritos
MARKETING CAMPAIGN CREATIVE
The Brief
The brand had a reputation for serving frozen, low quality ingredients and after a major menu overhaul, it needed to communicate the improved, more authentic menu which is now largely prepared in-house using fresh produce.
I was tasked to drive the creative direction for a marketing campaign to communicate the menu refresh.
Research
Brainstorming
The design process began by creating a mind map, noting down everything that came to mind when I thought of fresh, authentic Mexican food.
Moodboards
From the brainstorming I presented 3 different mood boards which allowed us to quickly identify the best direction to take the creative in.
Image sources: Pinterest
We decided to explore direction 3 further as we felt the concept resonated the quickest while bringing in the authenticity on top of freshness.
Direction 1
Rebellious and grungy, yet fun and vibrant. A focus on collage and layering, touching on punk DIY aesthetic.
Direction 2
Incorporating 'exploding' fruit & veg illustrations and photography with typography to create bold, eye-catching compositions.
Direction 3
Farmer market / grocery stall aesthetic created using handwritten, imperfect typography and fruit stickers.
This was the direction we decided to explore further as it resonated the quickest while bringing in the feeling of freshness on top of authenticity.
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Concept Development
During this stage I explored the chosen farmers market idea in depth - from colour to typography, to imagery.
Typography
Image sources: Pinterest
Tight leading
Drop shadows
Layering, varying opacities and ink bleed
An existing Fresh Burritos secondary brand font lent itself extremely well to the hand-lettering style I was after - it perfectly communicated the concept while still maintaining brand recognition.
Adding a subtle ink bleed effect and adjusting the kerning transformed the typography further to fit the aesthetic and feel as authentic as possible.
Graphics
Circling, highlighting and underlining is commonly used on hand-written market signage so these fluid, energetic shapes were brought into my development work.
Food Photography
I began incorporating some brand product photography to see how the creative would work with them - it was important to compliment the images rather than distract from them.
We brought in elements of mood board 2 that I had previously created, envisioning an impactful window display.
Fruit Stickers
While the fruit sticker-inspired design trend had become oversaturated among UK brands, this wasn’t the case in France. Incorporating ‘stickers’ into the creative provided a playful way to include additional messaging across collateral, while also reinforcing the grocery stall aesthetic where fruit stickers are a familiar sight.
Deliverables
Window decals
CASE STUDY: