We partnered with Uncle Julio’s Restaurant Group to build Savage Burrito from scratch. From its name and positioning to look, feel, and launch, we ensured that this bold new brand would grab serious attention and engagement from Gen Z and Millennial audiences.
First, we conducted extensive market research to better understand the values of Gen Z and millennials. Individuality and authenticity kept surfacing, pushing our positioning and name brainstorming toward embracing the freedom that comes from being bold. The name "Savage" emerged because the popular Gen Z slang term embodied the audacious spirit that the brand was beginning to adopt. The personified brand was becoming passionate, relentlessly real, and fiercely confident.
From bold typography to handrown elements and iconic characters, we explored a wide range of logos that would stand out from the crowd on UberEats and Doordash. Then, we tested our favorites in a survey to see which resonated the best with our audience.
We captured the essence of the brand in a comprehensive guideline that spells out exactly what Savage Burrito stands for and how to convey their unique style in everything they do.
Here, it was important to develop the brand and help visitors get to know Savage Burrito a bit better. And ultimately, validate their decision to order. One unique feature to note: after 7 pm the website goes into "Dark Mode" mirroring a design component that digital natives have grown accustomed to on their smartphones.
We wanted to make sure that the Savage lifestyle was just as appealing as the food itself. We paired bold food photography with vibrant "in the wild" shots that felt energetic and authentic.