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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.

Re-brand / Packaging / Tone of Voice

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

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At Midday we turn bright thinking into bold design. Challenging ourselves to think differently, we nurture ideas to create distinctive brands with lasting impact – brands that stand out and stick around.

Motivated to make every project our best, we allow the time to soak up inspiration, undertake immersive experiences and debate a unique way forward before moving into design. This approach ensures that we achieve clarity of thought in order to build brands with unshakeable foundations.

We are an independent agency working with brands of all shapes and sizes, from today’s global icons to tomorrow’s challengers. Our services reflect the needs of a modern brand, including strategy, naming, tone-of-voice, brand identity, packaging, printed communications & design for digital.

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, Innocent, Stella Artois, Unilever, Waitrose and many more.

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Our team has comprehensive brand experience.

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Get in touch.

Our studio is located in Shoreditch, East London. 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.

413 The Frames
1 Phipp Street

+44 (0) 203 633 1012