The Challenge
When Guzman y Gomez (GYG) launched, Mexican food in Australia barely existed outside supermarket kits and sad Tex-Mex clichés. Fast food was ruled by global giants, and “Mexican” meant greasy, not fresh. GYG’s founders wanted to flip that script. Their mission: bring real Mexican flavour, made fresh daily, to the fast-food world – and do it with speed, swagger and soul.
To break through a crowded Quick Service Restaurant (QSR) market and scale globally, they needed more than good burritos. They needed a bold, distinctive brand and logo with serious bite.
The Insight
You don’t just introduce a new cuisine – you introduce a new mindset.
Guzman Y Gomez saw the chance to redefine Mexican fast food branding by creating a brand that felt authentic, youthful and full of fire. This wasn’t about polite design or corporate polish, it was about energy, culture and optimism. The aim was to make people crave the food and the brand in equal measure.
The Creative
We built the Guzman y Gomez logo and visual identity system from scratch – bright yellow, bold black and those unmistakable founder portraits. The result? A logo that grins back at you. Energetic, confident and impossible to ignore.
That mark became the heartbeat of a visual system stretching across packaging, store design, menus, uniforms and digital. Every element of the GYG brand design was crafted to feel fast, fresh and culturally sharp – a reflection of modern Mexico with the polish of a global brand that gained instant trust.
The tone of voice? Cheeky, unfiltered and self-assured – just like the food.
The Results
The impact speaks for itself.
Guzman Y Gomez grew from a single burrito shop into a $3B global QSR brand, expanding across Australia, Singapore, Japan and the U.S.
The Guzman y Gomez logo remains the face of a brand loved by millions. A symbol of quality, authenticity and unstoppable energy. Proof that with the right attitude (and a damn good burrito), you can change what fast food looks (and tastes) like.
“The Creative Method has been an integral part of our success. The team has never failed us, and has always exceeded our expectations on quality, creativity and execution.”
Steven Marks, Founder and CEO, Guzman Y Gomez
Guzman Y Gomez Logo & Brand Creation – From Burritos to a $3B Brand
Client
Guzman Y Gomez
Industry
Fast Casual Dining / Quick Service Restaurant (QSR)
Expertise
Brand Creation, Strategy & Logo Design
Visual Identity System
Tone of Voice & Messaging
Restaurant Experience Design
Packaging & Menu System
Campaign Design & Activation
Global Rollout Framework