Frito Freaks

Creative direction · full brand

Client: Direct client · freelance
Year: 2020
Disciplines: Identity
Deliverables: Strategy · Identity · Packaging

01 — The challenge

A fast-food spot about to open: no visual identity, no system, no packaging. Everything from scratch, on a small-business budget.

A complete brand for a fast-food spot, built from scratch: strategy, identity, logo, graphic system and packaging. My first project leading a brand end to end.

02 — Process

1
Strategy
Define who the place talks to and in what tone, before drawing anything. A craving spot doesn’t compete on elegance: it competes on energy.
2
Logo and system
Flaming lettering, built to read from the sidewalk and on any background. The system was designed so the owner could apply it without a designer.
3
Packaging
The bag is the brand’s cheapest and most-seen medium. Packaging was designed first, everything else after.
4
Content
Product photography and social pieces following the same system logic.

03 — Work