At conception, founder Steven Marks wanted to create Australia’s #1 Mexican chain.
We created a brand and identity system that has seen Guzman Y Gomez become Australia’s fastest growing QSR chain – from 1 to 130 locations – and expand into Singapore, Japan and the US.
Our strategy focused on educating consumers by celebrating street food origins and positioning Guzman Y Gomez as an authentic and contemporary Mexican cuisine authority.
We commissioned photographers on the ground in Mexico to document real street food vendors and city streets.
Through carefully curated images, we gave customers a personal and emotional connection to the vibrant culture, characters and ingredients of Mexico’s streetscape.
Our design approach drew inspiration from the makeshift and re-purposing skills of street vendors when making their signs and menus.
We created a custom font using sticky tape. The logo roundel itself was always applied loosely like a sticker over imagery to be deliberately disruptive.
Our copywriting used a conscious balance of Spanish and English.
Spanish delivered an immediate sense of authenticity, while English was used to educate and entertain with irreverent stories of food origins and culture, and to explain Spanish pronunciation.
“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
In 2006, the Guzman Y Gomez Mexican Taqueria was born out of the desire to introduce real Mexican street food and culture to Australia at a time when there was little to no understanding of Mexican food beyond limited culinary pastiches and clichés of ‘Old El Paso’ taco kits, Chilli con Carne and the occasional visit to a Montezuma’s restaurant.
Our research into the Australian food landscape revealed an increasing appetite amongst fast-casual diners for culturally authentic food experiences – something that is built into the GYG brand to this very day.
Guzman Y Gomez
Signage and Wayfinding
Photography Art Direction
Point of Sale