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

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

Translating as ‘great little fighter’, Gran Luchito is the wrestling-inspired nickname of the resilient smoked Oaxacan chillies used in the recipe. A fitting name for a brand that was up against the ropes with retailers.

We were asked to give back the brand its fighting spirit in ways that would facilitate range growth. Dialling up the brand’s witty, vibrant personality – with a little inspiration from the wrestling-obsessed chilli farmers – our rebrand reinvigorated Gran Luchito and helped communicate its unique Mexican story. 



With more listings now under its belt, Gran Luchito continues to go from strength to strength and the full range, over 20 products, is stocked in major retailers across the world.

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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If you’d like to talk about working with us then we’d love to hear your story.

hello@middaystudio.com

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