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Client

Munchie Picchu

Sector
Hospitality
Disciplines
Strategy
Brand Naming
Design
Packaging
Digital
Communication
Campaign
EVP & Culture
Venture
Custodianship

Authentic Peruvian street food to give you the munchies.

Munchie Picchu is an exciting new franchise brand serving up deliciously Authentic Peruvian Street Food. The story (like all good stories) begins with love - love of family, of Peru and especially love for the food our client grew up with in Lima. In fact, Victor loved it so much he decided to create his own Peruvian Street Food Truck to share this love with Stockholm. We were asked to join the team and create a brand from scratch, including the name, strategy, application and all digital material.

Creating a Peruvian brand name.

When you think of Peru most people think of the once lost Peruvian citadel of Machu Picchu. When thinking of the brand name we certainly did. But we wanted it to be modern, witty and especially about food. So, instead of Machu Picchu we created Munchie Picchu! Our new name evokes a fun contemporary, yet thoroughly authentic Peruvian street food brand where you ‘Get The Munchies’.

The spirit of Peru.

Our brand identity is a celebration of the Peruvian heritage of Victor Medrano (our founder) and the modern multicultural spirit of Peru. It is a fusion of the old world with the new, of the indigenous Quechua and Aymara traditions infused with Japanese and Afro influences. We were determined to create a food brand that was more than food, that was a destination personifying the Peruvian spirit of adventure and vibrant street food culture which would allow the brand to expand into many other product opportunities.

For the logo we created a hand-drawn, interlocking typographic style which suggests the massive stone walls found at Machu Picchu. We combine this with modern colours to create a vibrant street feel. To complement the logo we designed an enormous range of brand assets for use across social content, applications and merchandise, with an expanded Munchie alphabet, supporting typographic expressions, bespoke Peruvian textile backgrounds, photographic styling and iconography.

A very munchie future.

We are constantly evolving and adding to the asset library as we grow Munchie Picchu and develop new franchises around the world. You will find Victor in his Munchie Truck in Stockholm serving up deliciously authentic Peruvian street food and a taste of the culture he grew up with in Lima. Munchie Picchu has secured a much loved position in Sweden and the Peruvian community. It is steadily growing as a business and is poised to open new franchises across Europe.

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Get the munchies.

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Munchie Picchu Peruvian Street Food brand naming and identity - small food truck vehicle livery
Munchie Picchu Peruvian Street Food brand naming and identity - logo design hand drawn typography leaping man travelling to Machu Picchu in Peru
Munchie Picchu Peruvian Street Food brand naming and identity - packaging takeaway brown paper carrier bag featuring a smiling Llama
Munchie Picchu Peruvian Street Food brand naming and identity - packaging takeaway brown paper carrier bag featuring a smiling Llama and Machu Picchu doorway
Munchie Picchu Peruvian Street Food brand naming and identity - logo design hand drawn typography
Munchie Picchu Peruvian Street Food brand naming and identity - small food truck vehicle livery converted VW camper van
Munchie Picchu Peruvian Street Food brand naming and identity - menu design on brown paper with takeaway paper cup
Munchie Picchu Peruvian Street Food brand naming and identity - menu design on brown paper with takeaway paper cup
Munchie Picchu Peruvian Street Food brand naming and identity - pin badges with Munchie Picchu typographic styling
Munchie Picchu Peruvian Street Food brand naming and identity - pin badges with Munchie Picchu typographic styling
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Munchie Picchu Peruvian Street Food brand website page headers
Munchie Picchu Peruvian Street Food brand naming and identity stationery, letterhead, invoice, compliment slip and business cards
Munchie Picchu Peruvian Street Food brand naming and identity stationery business cards
Munchie Picchu Peruvian Street Food brand naming and identity street marketing stickers
Munchie Picchu Peruvian Street Food brand naming and identity - logos for franchises around the world
Munchie Picchu Peruvian Street Food brand naming and identity - packaging for Munchie Picchu Organic Peruvian coffee
Munchie Picchu Peruvian Street Food brand naming and identity - point of sale posters for Munchie Picchu Organic Peruvian coffee
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I could not have hoped for a better start - we feel fortunate to have them as our partners”

Victor Medrano
Founding Partner
Munchie Picchu
Munchie Picchu Peruvian Street Food brand naming and identity - outdoor advertising Get The Munchies
Munchie Picchu Peruvian Street Food brand naming and identity - multicoloured tessellating wall graphics and Peruvian iconography
Munchie Picchu Peruvian Street Food brand naming and identity - street advertising posters using monogram typestyle
Munchie Picchu Peruvian Street Food brand naming and identity - merchandising streetwear skateboarding t-shirts 'Peru 2 You' and 'Nice' designs
Munchie Picchu Peruvian Street Food brand naming and identity - merchandising streetwear skateboarding t-shirt with 'Wraps' design and baseball cap
Munchie Picchu Peruvian Street Food brand naming and identity - merchandising skateboard designs using typographic styling
Munchie Picchu Peruvian Street Food brand naming and identity - social media branding logo and banners for Facebook page
Munchie Picchu Peruvian Street Food brand naming and identity - The Munchie Club logo and application to iPhone Apple Wallet
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