Gran Luchito

Translated as ‘Great Little Fighter’, Gran Luchito is the name given locally to the smoked chillies at the heart of the brand. The strong resilience of the chillies allows them to thrive in the harsh Oaxaca climate where they are cultivated and traditionally smoked by wrestling-obsessed farmers. We reinvigorated this brand to better communicate it’s Mexican provenance and untold story, referencing Lucha Libre poster art through the punchy brand aesthetics.

Brand Redesign / Packaging / Tone of Voice

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Growing from 1 to 7 major UK stockists including M&S, Ocado & Asda since the redesign.

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Through design we increase appeal, providing clarity and adding interest to brands that strive for better. Intuition is at the core of everything we do, casting a discerning eye to create relevant, exciting design that challenges preconceived ideas. Design that stands out and sticks around.

Fully immersing ourselves into each project, we ask questions and scrutinise, but most importantly we listen. A clear understanding of the challenge is integral to our success and ensures for an effective and lasting outcome.

With comprehensive industry experience our team have created and developed for some of the world’s most successful brands including Absolut, Bacardi, Cadbury, Coca-Cola, Jack Daniel’s, Hennessy, Innocent Drinks, & Stella Artois.

Creative partners Will Gladden & Claudio Vecchio.


Our services include Brand Identity, Strategy, Packaging, Print, Naming & Tone of Voice.

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Our team has comprehensive industry experience with some of the world’s most successful brands.

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Get in touch.
Our studio is located around the corner from the Tate Modern on London’s Bankside. If you would like to get in touch to discuss a new project with our team or to learn more about our offering then we’d love to hear from you.

303 Metal Box Factory
30 Great Guildford St
London, SE1 0HS

+44 (0) 203 633 1012