mucho to love

Mucho Burrito is a chain of burrito restaurants across Canada that delivers fresh, authentic Mexican food to its customers. Mucho Burrito was looking to create an atmosphere that communicated their fresh, authentic position in a fun, lovable way that would resonate with a youthful demographic. They also wanted to carve out a unique brand position online, and turned to us to help them execute it.

Restaurant

Bright modern restaurant interior with red booths, wooden tables, and hanging pendant lights
Empty restaurant dining area with wooden booths, pendant lights, and a salad bar in the foreground
Mexican restaurant interior with red booths, stone wall sign, and pendant lights
Turquoise ocean waves crashing with white foam across the water

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In the restaurant, the colours of Mexico prevail, with the green resembling not only the colours in the Mexican flag, but the freshness of the lettuce, peppers, and avocado that are staples of the offering. The red is another homage to the flag, but also to the rich red peppers, tomatoes, and the mouth-watering sauces that envelop the simmering meats.

Two colorful posters on an orange wall: a musician with guitar and a dancer in black and white.
Two retro posters on orange background: roaring shark and musician playing horn with “Yeah it’s hot” and “Show your horn” slogans
Turquoise ocean waves crashing with white foam across the water

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An artwork package that celebrates the traditions of old Mexico includes Mariachi Bands and vaqueros, and promotes guest interaction with the brand, and brand extension through the portrayal of Johnny Mucho.

Front and back of beige T-shirt with shark graphic and “Yeah, it’s that hot” text.

T-Shirts extend the brand further through humour and edgy designs that beg to be worn.

Two black T-shirts shown front and back, featuring a red chili pepper graphic and green banner text.

Building on the development of the lovable Johnny Mucho character, we designed and developed a site that was cool, edgy, and full of fun brand cues. Guests joined Johnny Mucho on a mouth-watering romp through the Mucho Burrito offering, including the menu and locations. Guests are prompted to join the Johnny Mucho fan club, get nutritional info and much more. Animations throughout were designed to inject some life and spirit into the brand, and to entertain guests.

The Mucho Burrito site launched in 2008.

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Warm café interior with string lights, wooden tables, and black-and-white mural walls.
Stylized café interior with tables, chairs, and wall art in red, green, and black tones
Cozy café seating area with red bench, wooden tables, brick wall, and colorful posters on the wall
Modern cafe seating with black-and-white tile floor and neon “eat energize” sign on a green wall