Creating a Modern Cantina
Burrito Bar
A new brand for Australian restaurant chain Burrito Bar, centred around the concept of a Modern Cantina—a place that unites authentic Mexican flavours with beloved Tex-Mex and Cali-Mex influences. We focused on created an atmosphere that feels both familiar and exciting; celebrating a place where every dish is carefully prepared to celebrate a melting pot of connection, culture, and the everyday joy of great food.
Client
Agency
Creative Director
Project Team
Bold at heart
When looking for a symbol that captured the heart of a Modern Cantina, we began looking for inspiration in scenes from modern and ancient Mexico. Whether its the bold, bright tubing of neon signage common in urban street food venues throughout Mexico City, or the distinct patterns found on ancient Aztec artworks, the new icon was designed to evoke a modern, yet distinctly Mexican atmosphere, and be instantly recognisable. Look closely, and you might even see the spiral of a tortilla wrap!
Embracing a vibrant Mexican style
Mexican design, art and architecture is inherently vibrant, and distinctly colourful. This gave us a clear opportunity to differentiate Burrito Bar as a unique experience among Australian restaurants in the Mexican food space. The new brand avoids being tied to a limited palette and instead embraces the melting pot of different colours, flavours and textures found in a traditional cantina setting. Traditional Mexican food is known its distinct collage of flavours, so we highlighted Burrito Bar's dedication to fresh, authentic dishes by putting the core ingredients—chilli, garlic, lime, coriander and more—front and centre. The theme is then extended throughout the identity with the use of multicoloured 'seasonal' logos, as well as stucco background finishes and bespoke type choices.
Telling the story en Español!
We wanted the brand to not only evoke the look and feel of Mexico, but also the tone and sound. By combining Spanish phrases with their English counterpart, we unlocked a tone of voice perfect for a Modern Cantina serving up Mexican food to Australia. We then used this combination of language throughout Burrito Bar's stores, packaging, and promotional material to create a distinct typographic device.
In summary
The new identity puts Burrito Bar at the centre of Mexican cuisine in Australia—it blends eclectic cultural influences, and reflects a colourful, dynamic menu of original and authentic dishes. By introducing a consistent, flexible framework, we helped reposition Burrito Bar for a modern market and allowed the brand reach new audiences across each platform and touchpoint.