El Pollo Loco had a relevance problem. Their famous fire-grilled chicken was beloved by older audiences, but as a brand they failed to appeal to today’s younger consumers. To change this, we infused a vibrancy that only a true Mexican-born brand can justify, creating a new look that could appeal to older and younger generations alike.
The direction the brand took was to use photography that felt bright, colorful and lived in, use backing tracks that were youthful and true to the brand. El Pollo Loco got back to its core colors for graphics and simplify its main typography not just for readability for brand consistency. These core tenets stretched across all efforts from TV commercials, point of purchase marketing, social posts and digital marketing efforts. Each touchpoint was infused with a vibrant nod to the brand’s Mexican heritage, combined with a cool, laid-back swagger of the restaurant’s hometown of Los Angeles.