The Challenge
Gringos Locos began with a single location and a DIY aesthetic. They were ready to expand, but did not want to seem “corporate” or lose the goodwill that their existing brand already had.
The Results
Over several years, Danger Brain partnered with Gringos Locos to quietly evolve their brand. We built a brand identity which is repeatable across new locations, then assisted with all creative aspects of Gringos Locos’ expansion. Today Gringos Locos have five locations and continue to grow.
Logo and Alternates
Gringos Locos wanted a revamp of their existing logo without losing the moustache and overall look of their original logo. They needed something clean which they could integrate over time.
We cleaned up the font and separated it from the moustache logomark so that it could stand on its own. We also recreated the logomark with cleaner lines and curves, but while retaining the look. This all would allow Gringos Locos to gradually integrate the logo.
Brand Applications
Environmental Graphics
Each new Gringos Locos location features authentic murals from a local artist, but since the rebrand, new locations have also utilized hand painted versions of the new branding and the artist’s interpretation of key graphics from the brand. We have worked with Gringos Locos to ensure that new locations integrate the new brand and environmental graphics while looking a and feeling just like the original location.
Merchandise
Previously, Gringos Locos did not take merchandising into consideration, making occasional t-shirts for certain events. Since working on the brand build-out, we created a wide range of shirts which were part of the employee uniform, allowing each employee to have their own style while remaining in uniform. Merchandise sales at events also substantially increased with the exposure of merch in stores.
Events and Catering
More recently, Gringos Locos has expanded further into catering and events with a full commercial kitchen and catering vehicle fleet. We have been working with Gringos Locos on fully branded tents for catering and events and vehicle wraps for their vehicle fleet.
Campaigns
Working with a restaurant means keeping the brand and campaigns as fresh as the food. As the menu changes, so do the campaigns. We’re always working with Gringos Locos on their upcoming campaigns, such as this one for a group food pack.
