Meaning ‘great little fighter’, Gran Luchito is the nickname of the resilient smoked Oaxacan chilli. A name given by its wrestling-obsessed farmers and fitting for a brand that packs a real punch.

Down on its luck and up against the ropes with retailers, we gave the brand back its fighting spirit. Dialling up the brand’s brave, vibrant personality, our rebrand reinvigorated Gran Luchito on pack and beyond, helping better communicate the unique Mexican origin story.

Now, with more listings 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.