George Lopez’s Chingon Kitchen
Case Study Overview
As a high achiever, George Lopez was continually on the hunt for his next big challenge. It was always a dream to open a restaurant, a place where families could gather and celebrate over authentic Mexican cuisine. When the opportunity to partner with San Manuel Casino presented itself, George knew he found a winner. The feeling and vibe at San Manuel Casino, just 60 minutes outside Los Angeles, is “all thrill.” From that dream, George Lopez’s Chingon Kitchen was born.
Our designs were inspired by George’s love for, and dedication to, his Latin heritage. “It is no secret that I am true to my Mexican roots, and I love great Mexican food,” said Lopez. “It has been a dream of mine for many years to open a restaurant, but it had to be a chill kind of place with great food, made to order, and in a bitchin’ environment that celebrates my heritage.”
We kept that in mind through every creative step of the project.
The Challenge
The fast casual space is packed with several Mexican restaurant brands. Our challenge was to assist our client in visualizing a new brand that successfully presented an authentic Mexican dining experience while keeping that “chill vibe” for guests.
When working with celebrity clients, it’s easy to rely solely on their likeness to gain success. For this project however, we decided to take a different tact. While George’s likeness does appear in some of the visual elements, it’s not the main focus. We dug deep into Mexican history and highlighted the most iconic imagery in the brand visuals.
How We Helped
- Logo design and visual brand development
- Research and development of mood boards for interiors consisting of warm woods, distressed metals and colorful murals
- Creation of the color palette
- Interior murals – our talented illustrators created the “characters” that adorn the metal food tray liners, as well as, the walls in the restaurant. These images were chosen for their roots in Mexican heritage.
- Design of overhead menu boards and hand held menus for guests
- Design of menu food icons
- Design of branded paper products including tissue paper, to-go bags, serving vessels, stickers and cups
- Merchandise/Swag design
- Website design and development
The Results
We were able to maintain tight brand visuals and messaging across all touch points that matched George’s unique style. This was our main goal, and what we feel sets this concept apart from all others in the Mexican fast casual space.
The highly successful brand launch at San Manuel Casino in Highland, California has led to a second casino location in Arizona, and a third at The Brews Hall in Torrance, California.
We are currently working on some retail product collaborations with George for his Salsas, Carne and Pollo Asada for grocery distribution, and a retail beer launch with four unique styles via George Lopez Brewing Co., also located at The Brews Hall.
