Through stakeholder interviews and customer insights, we identified key opportunities to strengthen storytelling and brand expression. The new experience centered on two essentials—flame-grilled chicken and the people who share it—restoring authenticity and emotional connection in every interaction.

We created a visual identity inspired by El Pollo Loco’s citrus-seared, fire-grilled heritage—using vibrant color, bold illustration, and dynamic typography to bring flavor to life. The design transforms both dining and drive-thru environments into lively, ownable brand experiences that feel modern yet rooted in tradition.

Smart design and simple materials highlight the brand’s passion for flame and flavor across every touchpoint. Flexible layouts serve solo guests and families alike, while vibrant graphics and color energize the space. The result: a memorable dining experience that celebrates love, community, and chicken.