Churros Chariot logotype in black and white
GIF showing alternating Black and white and color stylized Mayan style masks with intricate patterns, large eyes, a churro shapes, and flames or leaves on top, set against a yellow background.

CHURROS CHARIOT

A flavour-packed passion project, for illustration-led brand bringing a taste of Mexico
to the streets.This one was born out of my love brands that tell a story through illustration.
I wanted to take something as simple as a churro and elevate it into a full-on visual experience; rich, cultural, and dripping in character (and chocolate).

The Brief

Churros Chariot was imagined as a modern food truck serving up authentic Mexican churros with handmade chocolate dips made from sustainably sourced cacao. The idea was to build a brand that celebrated the heart and soul of Mexico, in its artistry, warmth, and vibrancy, while giving it a fun, street-food twist that would stop people in their tracks.

CLIENT
Passion Project
Churros Chariot

CATEGORIES
✫ Brand Visual Identity
✫ Custom Illustration
✫ Packaging Design
✫ Pattern Design
✫ Marketing Collateral

Person holding a cone filled with churros sprinkled with powdered sugar, with colorful street blurred background.
A yellow paper shopping bag with blue side panels featuring decorative illustrations, branding for Churros Chariot, and the slogan 'Bold Flavours, Legendary Bites!'
An open box of Churros Chariot chocolates on a yellow background, with scattered chocolate pieces and shavings outside the box.
Multiple colorful business cards for Churros Chariot, featuring a teal and yellow color scheme, with the logo, contact information, and artistic illustrations of churros and a Mayan style mask design.

The Goal

Design a bold, illustration-led brand identity that not only looks delicious but feels handcrafted and full of personality. Every element needed to reflect quality, flavour, and culture ; from the rustic-style logo to the energetic colour palette while standing out in a competitive food scene.

Flashing GIF with 6 colourful badge style Churros Chariot logos , two rows of 3 in various colours, plain white background
A brightly colored box labeled 'Churrós Chariot' contains churros, raspberries, and chocolate sauce on a surface of swirling chocolate with raspberries floating. The inside of the box has a vibrant design with a stylized face surrounded by flowers and leaves, and a pink background.
An A-frame chalkboard sign outdoors on grass displaying colorful illustrations and descriptions of different flavored churros, featuring a yellow bus in the background.
Three colorful cards with illustrations in a traditional mask style, each featuring a different character and description, lying on a pink patterned surface.

The Result

The final identity blends traditional Mexican influences with a contemporary edge. The logo, textured like crispy churros, gives the brand a warm, handmade feel. A festive colour palette inspired by traditional Mexican textiles injects life and movement, while geometric patterns tie everything together visually.

The real heroes of the design are the Mayan-style mask illustrations, each one representing a different chocolate dip flavour. These custom illustrations tell the story and celebrate the culture and craftsmanship behind every bite. To bring this to life on social media, I also developed a mini illustrated infographic showing the simple journey from bean to dip, adding an educational and engaging storytelling element to the brand.

The result? A vibrant, flavour-forward identity that captures the spirit of Mexico, celebrates illustration as storytelling, and turns a humble churro into a cultural experience.

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