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Concept Creation • Branding • Visual Identity • Social Media

Holy Guacamole

2022 | Sweden, Jönköping

Concept

Holy Guacamole is Mexico at your reach. It is your best friend when you want something fast and tasty. Believing in flexibility, Holy Guacamole serves the food directly to your hands from the hole in the wall. Founded in the south of Stockholm, in Södermalm, by two friends, it connects the honest love for delicious Mexican food.

Challenge

The project goal was to develop the concept for a Mexican fast-food restaurant and translate the established idea into visual design. We delivered a logotype, graphical elements, and brand colours and created content for social media.
Project collaborators: Laila Sobottka, Emmanuel Edigbe and Essien Sampson.

Menu

Holy Guacamole offers a wide variety of Mexican foods—tacos, nachos, enchiladas, fajitas, quesadillas, tostadas, burritos. Everything is served with a side of salsa fresca or beloved guacamole. The holy menu is flexible as it changes depending on the current season. Holy Guacamole loves playing with food, discovering new combinations and experimenting with taste.
A moodboard for Holy Guacamole consisting of six images in a grid. From left, tortillas, avocado, Mexican food, a colourful street with umbrellas, tacos with avocado and tacos with meat.
Moodboard of Holy Guacamole.

Guests

Holy Guacamole serves those who live fast and choose convenience. Are you in a hurry or have a tight budget? Don’t worry, Holy Guacamole has you covered! The variety of delicious Mexican foods is what makes them unique. Do you enjoy trying new stuff? You can’t get bored with Holy Guacamole as the menu is never the same.

Sustainability

Holy Guacamole places sustainable consumption as one of its core values. They believe there is no Planet B. You will receive Mexican foods in biodegradable takeaway packaging. If you bring your lunchbox or a plate, you will receive a small discount as a thank-you note. Be part of Holy Guacamole’s green actions!

Colours

We selected eight colours for the palette, including two shades of brown, green and red, and black and white for the background and typeface. At Holy Guacamole, we love playing with colour. We believe that bright and playful combinations evoke positive emotions. All colours can be combined with black.
A selection of colour combinations featuring the colours from the Holy Guacamole's visual identity.
The presentation of colours from the Holy Guacamole's visual identity. The colours are presented in two columns. To the left, from the top: dark green, light green, dark red and light red. To the right, from the top: dark brown, light brown, black and white.
The spacing guidelines that should be applied when using the Holy Guacamole logo in communication.

Logotype

We created a logotype that consists of the brand name, Holy Guacamole and the brand symbol—avocado. The name Guacamole resembles the Mexican flag, including green, white and red colours.
A logotype of Holy Guacamole against a white background.
A logotype of Holy Guacamole against a black background.
A product mockup featuring the Holy Guacamole's branding. In the middle, a black shopping bag with a large logo of the company. The background is light pink.
A product mockup featuring the Holy Guacamole's branding. In the middle, a tape placed on a light-green surface with stickers that feature the graphical elements. The background is light pink at the top, and light brown at the bottom.
A product mockup featuring the Holy Guacamole's branding. Three sets of business cards placed on a light green surface against a white wall.

Typography

We chose two typefaces, Marvin and Elza (light and medium) to obtain better contrast between headlines and body text. Both typefaces can be used in print and web. The goal was to pair up two typefaces, different from each other, that can resemble the brand’s playfulness.
The choice of typeface for Holy Guacamole and usage guidelines. From the top, Marvin, Elza Light and Elza Medium.
The choice of typeface for Holy Guacamole: Marvin and Elza.

Graphical Elements

Holy Guacamole is a playful and colourful brand. Their primary graphical element, also used in the logotype, is an avocado. It should be used for all marketing and advertising purposes. Other graphical elements, such as tomato, bean, chilli, nacho and tortilla, are meant to be used for limited-edition products and social media.

Patterns

We created colourful patterns using the six graphical elements we designed. These are meant to be used when delivering content for social media for marketing and promotion purposes. The patterns are playful, fun and bold to spark attention.
Graphical elements of Holy Guacamole. From the left: chilli, burrito, bean, nacho, avocado and tomato.
A colourful pattern of red chilli peppers against a black background.
A colourful pattern of red beans against a pink background.
A colourful pattern of yellow nachos against a brown background.
A colourful pattern of green avocados against a white background.
A colourful pattern of red tomatoes against a white background.

Social Media

Social media is the core of Holy Guacamole’s online presence. They stay active on Instagram and TikTok, where you fall in love with delicious Mexican foods. Holy Guacamole takes you behind the scenes to their tiny kitchen and shows you how the tasty magic happens.
An animated reel showing how to prepare a Mexican guacamole.
An animated Instagram reel that shows glimpses of Mexican culture. People are marching in the street in national costumes, while playing instruments. The woman in a colourful striped dress is dancing.
An animated Instagram reel displaying various Mexican dishes, such as nachos, tacos and tortillas.

Content

We were challenged to deliver sample content for Instagram, including posts, stories and reels. The content needed to resonate with the brand and follow the identity and style of the copy and messaging.
An Instagram post presenting the Holy Guacamole's weekly offer. The dish of the week is Mr Bean Nacho.
An Instagram post presenting the Holy Guacamole's weekly offer. The dish of the week is Cheesy Nacho.
An Instagram post presenting the Holy Guacamole's weekly offer. The dish of the week is Spicy Fajita.
An Instagram post presenting the Holy Guacamole's weekly offer. The dish of the week is Vegan Buritto.
The Instagram post displaying a seasonal offer of Holy Guacamole, Nacho Thursday. In front of a black background, there is a small black bowl with guacamole and nachos dipped in it.
The Instagram post displaying a seasonal offer of Holy Guacamole, Taco Tuesday. In the background, there are bowls with ingredients. In the front, one taco with a splash of salsa and guacamole.
An Instagram post for the cultural Mexican holiday, the Day of the Dead (Día de Muertos). In the background, there are plenty of colourful skulls.
An Instagram post for the cultural Mexican holiday, the Day of the Dead (Día de Muertos). In the middle, there is a bunch of text describing the origin and purpose of the day.