As with most rebranding initiatives, a complete departure from the incumbent design would’ve been a big mistake. Instead, we needed to hone the look and guide it in a direction more in line with what the experience had become: a mix of vintage Mexican and fun-loving flair. The identity would be heroed across new menu systems design and the launch of flagship sauces.
Originally Banditos was to be an exploration of classic Mexican street food brought to Baltimore. Over the years that morphed into a modern Mexican-inspired experience primed for having a good time. With that in mind we began the rebranding effort by reapproaching the brand’s color palette. Gone would be the cliche “Mexican” colors of beige, dark brown and oranges.
We introduced a color palette of fluorescents and vibrant pops. We then redesigned the brand’s typography to have a handcrafted more modern style. From there we crafted a collage of vintage Mexican iconography and smashed it with modern elements of the Southern Californian culture. This haphazard collage style became the staple for the new look.
A new menu system design was introduced across their main menu and specialty menus. Placemat style layouts were designed leveraging a simple grid and color usage for readability, while utilizing the typography family to create areas of intrigue. The opposite sides used brand iconography and the collage style as a hero element for the menu experiences.
Bandito’s had perfected their sauce lineup with two sauces: a red and a green. We collaborated with the team to develop names and package design to bring these to market. The red, which has a kick of spice, was named La Patada (that translates to “the kick” in Spanish.) The green sauce was named La Verdad which translates to “the truth.”
We simplified the collage style design into line art illustrations and leveraged the vibrant color palette and typography to create a fresh look for the packaging that’d grab the attention of one sitting at a table or bar.