Behance
BananaCreative
CREATIVE DIRECTION AND ART DIRECTION:
ALEJANDRO OLIVARES, SANTIAGO SÁNCHEZ
IDENTITY DESIGN:
GISELLE LÓPEZ, MARIEMA NIEVES, ANDREA AROCHA,
ARIANNA PÉREZ, ALEJANDRO OLIVARES
MOTION GRAPHICS:
AMBAR BELLO
WEB DESIGN:
ANDREA JOVES,GABRIEL CARBALLO
Kiosco
COLABORADORES: COCO CABEZAS, MAFE CABEZAS
It started with a promise: To bring the taste of latino tradition to the millions of immigrants abroad through popular and easy to cook frozen food. And after a successful appearance on Shark Tank, Toast-it, as it was previously named, secured its spot in major supermarket chains across the U.S, including Whole Foods, Walmart and Publix. But, as their positioning matured and the competition expanded, they found themselves in need of a refresh. Toast-it needed an identity that would fit their strategic transformation, improve the brand’s image and strengthen its core message: Food is no longer just sustenance, it’s an act of identity and community.
We rooted the resulting identity around the figure of the Kiosk and its meaning in latino based communities. For many of us, the Kiosk is a meeting point, familiar and comfortable, and part of our day to day lives. Often times we’re on a first name basis with whomever runs it, and, because of it’s proximity to home, it feels more like an extension of it than a mere shop of basic goods.
Infused with a sense of bright and playful nostalgia, we crafted both wordmark and symbol to illustrate this and surrounded them in a world of colors and typographies that reflect on the
meanings of what it is to be latino abroad. The result is a color palette that draws from our places and personalities, making the product stand out and be instantly recognizable among the more common color strategies of its competitors. Bold chunky types that both condense and expand to deliver messages often written in our universal language: ‘Spanglish’. By taking cues from lifestyle and personal-branding, we shifted part of the focus from the product itself to the people
behind and in front of it, making ‘Kiosco’ feel like more than just frozen food while expanding its addressable market and making it feel personal. If before, Toast-it existed as a product in a long line of frozen food options, the rebrand pushed them forward by addressing its latino heritage, evoking memories and focusing in on its strengths, differentiating them from ‘similar’ options
and letting them speak with a voice shared by latino-immigrants that want to feel more at home -- if just while having a quick dinner with friends.