Chilango
Mucho Mucho Mucho Mass
Mucho Mucho Mucho Mass
Following some early business success under the name ‘Mucho Mass’, Erik and Dan approached us to develop a new strategic brand positioning for their fledgling brand that could really propel them forwards as a business.
They decided it was the right time refresh their image and identity as they were ready to start expanding their Burrito empire, bringing it in line with their ambitions for the future.
Leading the Mexican Revolution
We looked at every touchpoint across their business, so as to deliver an authentic and exciting new brand proposition that truly differentiate them in an overcrowded fast casual food sector.
Tasked with creating a real buzz within the industry as well as inspiring both their employees and customers to start loving their brand. The objective was to help them assess and develop the true essence of their company in light of their ambitious vision for global expansion.
A stampede of flavours
Working closely with the maverick founders we developed an inspirational new positioning based on vibrancy and the joy of all things Mexican
‘Vibrant Mexican flavours’.
An eclectic and colourful new identity and visual language inspired by the magnificent and expressive street art of Mexico city.
A new tone of voice, keeping with their boisterous and provocative personas – Witty, sharp and inspirational.
A striking and playful suite of brand assets incorporating graffiti, illustrated Mexican wrestlers, vibrant religious icons and a palette of bright colours.
Chilango’s was born
The most challenging part of the re-brand was the change of name. We agreed upon a name that aimed to be more passionate and expressive. ‘Chilango’ was born – a name that best expressed their true Latin spirit.
Vivid colours, a sense of chaotic fun and a sprinkling of Latin lust for life has proven a recipe for success; Chilango are now well on the way to world domination with a string of successful UK sites, many more new fans and a raft of awards to add to a growing reputation in the industry.
“Since working with I-AM, Chilango has achieved 100% uplift in sales. This is unheard of in the restaurant industry.”
