an image of the Danger Brain skull logomark

Preparing a Brand for Retail Expansion

Gringos Locos

Gringos Locos is a staple of the late-night Orlando restaurant scene, serving tacos, burritos, and their famous Double D's well into the early morning.

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.

Old Gringos Locos logo
Old Logomark
New Gringos Locos logo
New Logomark

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

Gringos Locos store interior (UCF)
Store Interior

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.

Gringos Locos Michigan location
Exterior Signage
Interior wayfinding signage at Gringos Locos store
Interior Wayfinding
Gringos Locos neon sign
Backlit Signage
Gringos Locos exterior (Washington location)
Store Exterior
Wall at Amway location
Wall Graphics
Gringos Locos beer cooler and soda machines
Store Interior Signage


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.

Gringos Locos Mustache Ride tee
Double D tee shirt
Gringos Locos flag
Gringos Locos classic shirt
Gringos Locos Stacheman shirt
Gringos Locos flag shirt
Assorted Gringos Locos Tees
Gringos Locos shoes
Gringos Locos hats
Gringos Locos branded merch

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.

Van vehicle wrap
Vehicle wrap


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.

Gringos Locos Taco Time box
Taco Time campaign
Gringos Locos Taco Time box
Campaign poster
Gringos Locos Taco Time box
Campaign poster application