Los Pollos: Rebranding Concept
If you’ve watched Breaking Bad, you might remember a chicken restaurant called Los Pollos Hermanos. From the customer's perspective, Los Pollos Hermanos is a quick stop to get great chicken. But there’s more to the operation than meets the eye.
If you haven’t watched Breaking Bad, you should.
I challenged myself to reimagine the logo for Albuquerque's favorite legitimate business. These back-to-back brothers lost some detail for the sake of a cleaner, friendlier look. Intentionally imperfect lettering brings fun and playfulness to the brand. I also simplified the name, which aligns it with how customers probably refer to it anyway.
The tagline gives a nod to what goes down behind the scenes at Los Pollos. Other than that, you'd never know this was anything other than a family-owned fast-food chain.
To further explore this branding concept, I created a food truck design for Los Pollos on the go. I matched the logo with some simple illustrations of fried chicken and added some variety with texture.
The background looks like it could be a topographical map or maybe a hypnotic pattern. Either way, it brings a feeling of heat, spice, and excitement that would turn some heads on the street.
Inspired by the time Walt nearly died in the desert, I thought up Desert Death Sauce to give Los Pollos a signature condiment. The visuals stray a bit from the friendlier brand of Los Pollos, packing more of a punch and challenging patrons to give it a try.
I landed on a hot sauce because of the restaurant's new tagline: Albuquerque's Addictive Chicken. Forgetting about the hidden meaning of that line, what would make someone crave their fried chicken? The only answer I could come up with is capsaicin - that spicy chemical that sets our tastebuds on fire and releases adrenaline. With that familiar kick of flavor and spice, this sauce will have you coming back for more.
Adapted from my Instagram account.