Chi Chi's Salsa ignites the party with
"Let the Fiesta Begin!"

Challenge

Role

To celebrate the launch of their "Let the Fiesta Begin!" campaign, Chi Chi's was looking for new branding that captures the campaign's festive spirit while being adaptive across all areas of the Chi Chi's brand, from packaging and marketing materials to restaurant décor and employee uniforms.

Designer

PRELIMINARY EXPLORATION

During our exploration, we examined a range of design styles, from representational to abstract. We ultimately landed on a style that could be flexible and accommodate both approaches.

Drawing inspiration from papel picado, a Mexican art known for its intricate cut-out tissue paper designs, these five friendly shapes serve as building blocks for creating the brand's visuals.

In the typography, we aimed for a playful spirit, letting the letters break free from convention and dance across the page.

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BeeCause Branding