The Client: Nacho Libre, a modern Mexican take-out business based in Cape Town

The Problem: Develop a creative strategy to guide the positioning and execution of the brand that sets it apart from all take-out competition, with a balance of trend, Mexican and South African influence. How do we help the brand feel playful, fun and fresh? How do we tie this all together in a way that stands out and makes an impact?

The Audience: Trendy young South Africans seeking a fun and unique take-out experience that brings a touch of vibrant Mexico to their homes.

The Outcome: The creative strategy centered on the tagline, "Nacho average Mexican food," guiding the use of the nacho in the logo and design motifs. Bold neon colors and script type add a playful and engaging touch to the brand. The final result is a successful launch of Nacho Libre, a modern Mexican brand that blends traditional flavors with a twist, inspired by the neon nightlife and the playful spirit of South Africa's hand-painted signage. The brand successfully launched and established itself in the market.

My Role: Creative Strategist and Branding Designer