Sourcing the right ingredients.
Our friends at Ranchero’s were at a crossroads in their brand journey. With the number of stores growing faster than avocados on trees, they needed help answering some big questions.
How are we different?
Is Ranchero’s the right name?
Should we update our look?
Is our menu right?
To differentiate in the crowded quick-serve space, they needed focus. We came up with a few places to start. Fresh ingredients, sourced from local farmers, their neighborly affection and commitment to quality service, and a convenient Tex-Mex style lineup…
To reflect the true character of what makes them so special, they reintroduced themselves.
We developed a simple but sturdy mark and celebrated the new name by throwing a party.
And tied them together with a brand voice that captures the joy and togetherness of sharing a good meal.
Together the combo assembles “A Fresh Welcome,” the essence of the Surcheros brand.
