CROSS-CULTURAL BURRITO MARRIES GUITARS AND PISTOLS
There’s nothing like a New Zealand burrito especially from Burrito Magic which crafts healthy and superior Mexican fast food. Inspired by the Californian method of steaming the tortilla before assembling, Burrito Magic set out to create this classic using Aotearoa infused flavours with traditional Mexican/California style burritos. The brand identity needed to convey these two narratives while retaining the integrity of this much-loved snack.
Samuel Sakaria’s design is a visual reference to the sugar skulls of Mexico’s ‘Day of the Dead’ celebration. At a second glance, the local references can be seen. A combination of Tikanga Māori and Pacific style motifs and elements are seen in the Hibiscus, Moko, Koru, Frangipani, the Silver Fern, Kowhai as well as The Southern Cross – all playing on the link between the combined cultures – guitars and pistols!
The complexity of Samuel’s illustration (reflecting the client’s comfort with an open brief) was appreciated and broken down into smaller visual components. The brand identity and its elements were applied to food trucks, menus system, footpath stands, staff uniforms and a range of brand touch points.
See more of Samuel’s work here
Finalist, Small brand identity,
2013 Best Design Awards.