Chilangos ™
This project involves the redesign of the Dorilocos brand to Chillangos. The original name, Dorilocos, limited the offering to a single product and was not registrable, which hindered the growth and expansion of the brand. The new name, Chillangos, is a play on words that combines the concept of “being chill” (relaxed) with “chilango,” a term used to refer to the inhabitants of Mexico City.
A brand audit revealed that, despite the strength of its flavor and price, the graphic identity lacked professionalism and consistency, making it seem “too neighborhood-oriented” and limiting its ability to compete with other brands.
The redesign transforms the brand so that it is perceived as professional, fun, and attractive, while maintaining its Mexican essence and spicy flavor. The new visual identity incorporates Mexican elements and a youthful, urban concept, ideal for its target audience of 18- to 35-year-olds seeking a unique dining experience.
