Abuelo’s directors approached Ion to discuss their fast food concept based on Mexican street food.

We met a number of times with the company – and took a trip to Mexico – before feeling ready to create a brand that truly encapsulates the soul food and rustic streets of the country.

The brand identity we developed incorporates our concept of Abuelo as a wise man and grandfather, with a typeface created to offer a weathered, ‘Old Mexico’ appeal reflected in the interior design of the company’s premises.

Positioning the concept in physical form ranged from branding it on to old wood beams and other interior design elements, through to printing it on product packaging, burrito wrappers and menus.

Ion also worked on the launch campaign for the brand, planning the project, designing the promotional elements and creating the supporting film and photograph media.

Thanks to Abuelo, we were able to act with total creative vision on this project, making it a creative’s dream – and one of our most memorable projects.