As part of our pitch to acquire El Pollo Loco, I concepted design language that helped actualize the brand platform, “Let’s Get Loco.”
Loco isn’t crazy, it’s passionate. If we were going to redefine language, why not actually create the language to go along side with it. Loco Script was the answer. A team created the script font based off The El Pollo Loco logo script. Can you believe they already didn’t have one? The script became an expressive tool to support the energy of the products and the narratives around them.
GCD: Bob Rayburn
CD: Joe Reynoso
CONCEPTUAL DIRECTION + HERO TREATMENT
Sr. AD: Kathryn Izquierdo-Gallegos
FONT CREATION + REFINEMENT
Designer: Ryan Owens
ACD Designer: Yomar Augusto
POP PHOTOGRAPHY DIRECTION
ACD: NIcole Nacey