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Great little fighter. A knock-out rebrand for Oaxaca's favourite fiery character.

Scope: Brand Strategy, Rebrand, Brand Identity, Packaging Design, Brand World

Translated as ‘Great Little Fighter’, Gran Luchito is the wrestling-inspired name given locally to the resilient smoked Oaxacan chillies at the heart of the brand. A fitting name for a brand that was up against the ropes with retailers.

Our rebrand reinvigorated Gran Luchito to better compete and communicate the unique Mexican story. By taking inspiration from the wrestling-obsessed chilli farmers, we brought out the witty and vibrant personality of the brand and in turn regained popularity and listings.

Our new direction continues to go from strength to strength with a rebrand that was designed specifically for range growth. Gran Luchito’s full range is now over 20 products and stocked in major retailers across the UK, Europe and beyond.

Gran Luchito have experienced a major increase in worldwide distribution since our redesign. Stockists now include: Amazon, Sainsbury’s, Tesco, Waitrose, Whole Foods and Carrefour.
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