Rico is a plant-based churros brand that sought to update the traditional Spanish treat while staying true to its cultural roots. Churros con chocolate has long been a symbol of street life, sharing, and happiness. The challenge was to create a playful, engaging visual identity that preserved these core values while introducing a modern, plant-based twist.

The strategy for the Rico brand was to craft a fun, inviting universe around the beloved churro. By focusing on the imperfections and organic nature of handcrafted churros, we wanted to reflect the authenticity and charm of this street food. The identity needed to be adaptable and convey joy, community, and a sense of urban culture while staying true to the brand’s plant-based offering.

The visual identity draws inspiration from the handmade nature of churros, using illustrations that emphasize their imperfect, organic shape. The brand’s persona is captured through happy, amiable characters enjoying the moment, set against a bold, solid logo. The name “Rico,” meaning tasty in Spanish, reflects the brand’s promise of a delightful, authentic experience.

Key elements of street culture such as playful graffiti and stickers were incorporated to evoke an urban, youthful feel. The overall aesthetic is familiar yet fresh, striking a balance between nostalgia and modernity.

The visual identity for Rico successfully connects the brand to the joy and culture of street food while introducing a contemporary, plant-based version of the churro. The playful and bold design resonates with the target audience, reflecting the brand’s values of happiness, sharing, and street life, while appealing to modern sensibilities.