chi-chi’s

Let the Fiesta Begin!

Chi-Chi’s has long been a brand that celebrates play and joy in the culinary category. Yet after market research, Chi-Chi’s shifted their target demographic from children to pre-teenagers, and approached our team to update their design system.

While a nuanced approach, we refined their literal illustration style of cuisine and celebratory party favors to a more abstracted approached, while infusing Mexican cultural cues , such as the use of papel picado texturing, and complementary decoratives such as banderitas. Additionally, we created a fresh typographic treatment for their everlasting campaign line “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 the refresh pop up in the world.