Introduction
Background
Miss Nachos is a vibrant and youthful brand offering a unique nacho experience in Guadalajara, with recipes inspired by Los Mochis, Sinaloa. The brand primarily focuses on delivery service, but it also plans to open a restaurant.
Challenge
The challenge was to create a fun and engaging brand identity that resonates with a young audience while capturing the essence of mid-century design.
Objective
Develop a distinctive and vibrant visual identity that reflects the brand’s essence.
Create cohesive branding elements, including logos, patterns, slogans, mascots, and color palettes.
Ensure the brand identity appeals to the target audience and enhances customer engagement.
Process
Research
Market Analysis
Analyzed current branding trends in the food and beverage industry, focusing on brands that target young audiences.
Studied competitors and their branding strategies to identify opportunities for differentiation.
Audience Research
Conducted surveys and focus groups to understand the preferences, values, and aesthetic inclinations of the target audience.
Developed user personas to guide the branding process.
Brand Identity Development
Primary Logo
Miss Nachos captures the essence of the brand through a design that pays homage to the mid-century movement. This style, known for its clean lines and organic shapes, is reflected in our logo, which combines vibrant colors with a bold and minimalist design. This play of colors not only catches the eye but also reinforces our young and fresh character, inviting everyone to enjoy the cheerful and accessible experience we offer.
Secondary Logo
In our secondary logo version, we incorporate a distinctive element: a stylized triangle that evokes the iconic shape of a nacho. This simple yet impactful design reinforces the identity of Miss Nachos and perfectly complements the vibrant and dynamic style of the main logo. Used in contexts where a more abstract or minimalist representation is required, this secondary logo still communicates our young and fresh essence, maintaining visual cohesion with our brand.
Brand Patterns
At Miss Nachos, secondary patterns and elements play a vital role in extending our visual identity beyond the logo. These elements are designed to complement and reinforce our brand image, adding texture and depth to our visual communications. In this subsection, you'll find a variety of mid-century inspired patterns characterized by geometric shapes and a vibrant color palette. These patterns are not only aesthetically pleasing but also offer versatility in application, ensuring consistency and freshness across all our platforms and marketing materials.
Slogan
Our slogan, 'Sabor del Norte', is a celebration of our roots and an invitation to discover the authentic taste of Los Mochis, Sinaloa. It reflects our dedication to offering a genuine culinary experience, based on the rich gastronomic tradition of northern Mexico. This motto not only highlights the authenticity and quality of our nachos but also serves as a distinctive mark of origin, promising each customer an unforgettable gustatory journey to the heart of Sinaloa with every bite.
Brand Mascot
Designed with simple lines and bold colors, typical of mid-century design, our character symbolizes joy and spontaneity. She acts as the ambassador of Miss Nachos, inviting customers to enjoy the playful and flavorful experience we offer. Through her presence in various marketing materials, from packaging to advertising, she directly communicates with our audience, reinforcing the message that every moment with Miss Nachos is a moment of unmatched fun and flavor.
Brand Colors
The Miss Nachos color palette has been carefully selected to reflect our vibrant and accessible personality, with a nod to the retro style of mid-century modern design. Our primary colors include tones that are both energetic and welcoming, ensuring that every interaction with the brand is stimulating and pleasant.
Implementation
Design Elements
Created various brand elements such as menus, signage, packaging, and promotional materials that incorporate the primary and secondary logos, patterns, mascot, and color palette.
Outcome
Visual Impact
The new branding created a vibrant and inviting visual identity that stands out in the market and appeals to young individuals.
The use of vibrant colors, playful patterns, and bold typography created a cohesive and engaging brand presence.
Business Impact
The new branding contributed to a noticeable increase in online engagement and sales, strengthening Miss Nachos’ market position as a fun and youthful brand.
