chi-chi’s

Let the Fiesta Begin!

Chi-Chi’s Salsa has long been a brand that inspires playfulness and joy in the culinary category. Yet after some market research, Chi-Chis approached our design team for a slight brand lift to level up their target demographic from child to preteen kid.

While a nuanced approach, we refined their literal illustration style of cuisine and celebratory party favors to be more abstracted, while infusing Mexican cultural cues within, such as the use of papel picado texturing, and complementary decoratives such as banderitas. Additionally, we designed a fresh typographic treatment that capitalized on their everlasting campaign line of “Let the Fiesta Begin” by pushing and pulling letterforms to better mirror the enthusiastic spirit of true fiesta. It was a party for us as well, and we love seeing it pop up in the world.