Inspired by the art of Mexican burritos, the brand hopes to create a new fresh, interesting and rich cuisine culture amid the popular “fast food” culture. Through the careful selection of fresh ingredients, right level of heat, high quality checks, and perfect ratio of vegetables, the goal is to create the perfect product, convenient for the consumer during the busyness of the day, yet without conceding on taste, creativity, and delicacy.
The brand recognition had a more neutral tone and leans towards a more western feel, elegant, warm, yet at the same time high-spirited. The logo’s visual design is derived from the abbreviation of the brand’s English name: Fun Burrito. The English font conveys a sense of warmth, while the details on the emblem and the seal symbolize the Western-style cuisine culture as well as the brand’s scrupulous choice in the quality of each ingredients.
The Chinese font utilizes a standard succinct design, yet with a combination of playfulness and rounded edges to integrate the imagery of the burrito into the font and colors.
The brand colors combine a royal blue, symbolizing nobility, and a warm yellow, symbolizing sunshine. The mix of delicate and realistic hand-drawn illustrations of fresh vegetables, meats, fruits and other auxiliary graphics all displayed in a gray color highlight the brand’s commitment to freshness. Further demonstrating that the richness of the brand is built from the combination of fresh ingredients, carefully chosen flavors, and unique taste.
The overall visual design fully blends the energy and spark of American life and the delicacy and elegance of European design, thus catering to the demand of the female market with a high-quality but easy-to-use mid-priced product.