Branding

Guzman Y Gomez

Bringing authentic Mexican food to the Australian masses

Any great identity or brand is built on some inherent products truths. The essence of the GYG story comes from the childhood friends of Steven Marks the company founder and owner. Guzman and Gomez grew up in the same area of New York and would often invite Steven round to their respective houses for authentic shared Mexican meals. These characters formed the focus for the final identity. Whilst some creative license has been taken in bringing the characters to life we have looked to retain a sense of Mexican authenticity and personality.

The other important aspect of the GYG identity was the white star shape that is seen to dissect the two faces. This has a few functions. Firstly it creates the effect of a lemon or lime cross section. Secondly it is supposed to reflect the idea of Guzman and Gomez being touched by the light of god for creating such wonderful food – all a little tongue-in-cheek of course. The typeface itself was created from scratch and was built on the concept of letters created out of pieces of tape. We arrived at this solution by asking the question ‘How would Guzman or Gomez create some type in a cheap and personable way that would reflect a Mexican feel?’. We literally ripped off pieces of tape and made a whole alphabet, redrew them and created a final typeface.

The GYG flagship store opened in Newtown in 2008 with huge success. Stores are now located throughout Australia and  Singapore with development planned throughout Asia/Pacific, Europe and the USA.

The Creative Method as been involved in the brands conception from day one, creating a strategic platform from where all material has been produced. This has included global category deconstruction and analysis, identity development and implementation across material including packaging, menus, interiors, signage, point of sale. The work has been featured in over 30 publications and has won numerous awards including a global Gold Pentaward for packaging.

 

Awards: <span style="color: #666666;">(Int'l) </span>Gold Pentaward 2008, AGDA Typography distinction

Tags
GUZMANYGOMEZ - IDENTITY2_885x499

GUZMANYGOMEZ - IDENTITY3_885x499

The Creative Method as been involved in the brands conception from day one, creating a strategic platform from where all material has been produced.

GUZMANYGOMEZ - IDENTITY20_885x499 GUZMANYGOMEZ - IDENTITY4_885x499

The typeface was created from ripped off pieces of tape.

GUZMANYGOMEZ - IDENTITY5.4_885x499 GUZMANYGOMEZ - IDENTITY6_885x499 GUZMANYGOMEZ - IDENTITY7_885x499 GUZMANYGOMEZ - IDENTITY8_885x499 GUZMANYGOMEZ - IDENTITY9_885x1013 GUZMANYGOMEZ - IDENTITY10_885x1013 GUZMANYGOMEZ - IDENTITY11_885x1013 GUZMANYGOMEZ - IDENTITY12_885x499 GUZMANYGOMEZ - IDENTITY13_885x499 GUZMANYGOMEZ - IDENTITY14_885x499 GUZMANYGOMEZ - IDENTITY15_885x499 GUZMANYGOMEZ - IDENTITY16_885x499 GUZMANYGOMEZ - IDENTITY17_885x499 GUZMANYGOMEZ - IDENTITY18_885x499 GUZMANYGOMEZ - IDENTITY19_885x499 GUZMANYGOMEZ - IDENTITY21_885x499

> BACK TO TOP
back top