This visual identity project crafts a funny playful universe around the traditional Spanish treat, churros con chocolate. The transition to a plant-based version of this cultural staple presented an opportunity to preserve its core values—street life, sharing, and happiness—while establishing a robust and adaptable design system.

Handcrafted churros, celebrated for their imperfections and organic nature, serve as the inspiration for the brand's illustrations. The brand persona is reflected in happy and amiable elements relishing a delightful moment, complemented by a bold and solid logo. The name "Rico," derived from the Spanish word for tasty, serves as an honest depiction of the delightful experience the brand promises.

As churros are first and foremost street food, the identity incorporates key elements of street culture, including stickers and playful graffiti, to create an urban aesthetic with a familiar and naif (innocent or childlike) vibe.

For more childish & playful stuff ---> @cesar.kid