Serving up a menu that goes beyond the Mexican border, Currito infuses tastes and flavors from all over the world into their one-of-a-kind burritos. But to prove that not all burritos are created equal, they needed a new way to create buzz around their unique flavor profiles.
Using the identifiable Currito “C”, we created an icon system to communicate the cultural origin of each flavor and also bring some personality into each flavor experience.
We paired each flavor icon with a humorous headline and screen printed posters for in-store display. We also documented the screen printing process using both film and photography, which the brand released via social media.
Original screen prints can be seen hanging on the interior and our flavor icon system is now being rolled out to their menus and uniforms.