Client

Burrito Bonito

Deliverables

Brand identity
Packaging
POS
Interior signage

A full brand identity for a Mexican quick-serve concept at King's Cross Station, built around the hand-painted artistry of traditional Mexican signage.

Burrito Bonito is a Mexican quick-serve restaurant concept based at King's Cross Station, serving authentic dishes like burritos and quesadillas throughout the day to busy commuters. The brief called for a full brand identity, spanning logo, packaging and POS designs.

The Burrito Bonito logo in the center, surrounded by colourful brand asset illustrations
A bean and cheese burrito bowl mockup showing the colourful branding on the side of the takeaway packaging and a label that sticks onto the lid

Positioned within one of London's busiest transport hubs, the concept needed to work hard in a fast-paced, high-footfall environment, while still feeling authentically Mexican rather than a diluted, commuter-friendly version of the cuisine. The challenge was to create a brand that could stop someone mid-rush, while staying true to genuine Mexican culture and craft.

The rationale centred on celebrating the rich culture of Mexico: drawing from the vibrant artistry of handcrafted alebrijes (brightly coloured folk-art creatures), the bold colours of traditional rótulo signs (hand-painted Mexican shop signs), the festive flair of papel picado, and the natural beauty of Mexican flora. Just as rótulos are lovingly hand-painted by skilled artisans, the idea was that every dish at Burrito Bonito should feel crafted by hand, with the same care and boldness. The brand line is: eat bold, live vibrantly.

A colourful pavement sign advertising tacos at Burrito Bonito, mentioning a special deal every Tuesday.

I began by researching traditional Mexican sign painting, alebrije artistry, and papel picado patterns, looking for authentic visual references rather than a more generic, stereotyped take on Mexican design. From there, I developed a bold colour palette and hand-painted typography, inspired directly by rótulo signage, to give the brand a genuinely crafted, artisanal feel rather than a purely digital one.

A man holding a Burrito Bonito branded coffee cup with a yellow lid and the words Wrap your day in colour in the front
An example meal deal poster advertising a burrito, chips and drink for £10

The logo was entirely hand-drawn, echoing the loose, confident brush strokes of traditional hand-painted rótulos, and paired with a custom hand-drawn font created specifically for the brand to carry that same artisanal quality consistently across every touchpoint. This was combined with a vibrant colour palette drawn from traditional Mexican textiles and signage, along with papel picado inspired patterns used throughout the branding to add a playful, distinctive character. Together, these elements helped reinforce the brand's core idea: that every part of it, from the branding to the food itself, was made with genuine care and craft.

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