Chilaritos is a restaurant in Mexico City dedicated to one of the most beloved staples of Mexican cuisine: chilaquiles, crispy fried tortilla pieces soaked in spicy salsa and topped with cheese, a dish rooted in flavor, comfort, and cultural identity.

Rather than replicating what’s been done, we set out to reinterpret. Drawing from Mesoamerican heritage and Mexican pop culture, we crafted a visual language that feels both familiar and new, fun, casual, and full of personality.

The naming challenge was clear: reference “chilaquiles” without blending into the sea of generic variations already out there. That’s how Chilaritos was born, a playful, approachable name that honors the original while boldly claiming its own space.

SERVICES
Branding / Illustration / Packaging INDUSTRY
Restaurant YEAR
2020