Nacho King is the largest Tex-Mex food manufacturer in the Philippines. The company has numerous food stalls in large malls around Asia.
Nacho King is well-known for its food but not for its look. Upon surveying people, the most memorable part of the brand was the unique purple and yellow color scheme. It needs to strengthen its branding as more and more competitors are appearing in the fast food market.
The old corporate logo is completely reimagined through a hand-written logotype inspired by the company's bold flavors and youthful appeal. This freeform, hand-drawn design is then contrasted with geometric repeat patterns.
Defining four brand pillars drove the design forward. The Nacho King brand developed into something contemporary, attention-grabbing and little strange.
The patterns were inspired by the five-step process of Nacho King's chips. Each pattern reflects a zoomed in/abstracted version of each step in the process.
Body copy is set in the quirky yet legible Super Grotesk typeface.
The color scheme of the new brand remains similar to the colors of the old brand with the addition of a light purple for contrast. The main purple and yellow colors are still used as these were the most recognizable part of the old branding system. As a brand, it was important to keep something people knew intact, but that didn't mean it couldn't be updated.
The patterns are used like "pops of flavor" that can be flexibly used across different collateral materials.
Solid colors are used for reproducible collateral material (i.e. packaging, cups, etc.) while art directed food photography is used for more premium materials such as menus or magazine editorials.
Signage is one of the use cases for food photography. In this context, showcasing the food also tells casual shoppers what the brand is selling. It also acts as a surprising contrast against the geometric patterns.
The patterns are treated like swatches which dynamically change shape, size and position in response to the medium.
Shirts for customers use large scale crops of the patterns to present a more fashion-forward approach to brand wear. On the other hand, the brand uniform is simple and conservative to contrast the surrounding collateral.
An example food stall.