BOO-GO.
BRANDING + ICONOGRAPHY.
October 2022
Owning Dia de los Muertos before any other Mexican Fast Casual.
What was done:
Creative strategy
Concept and execution
Iconography
Photo editing
Print and Digital creative
Social and paid media creative
Copywriting
Challenge + Solution.
Every year, QDOBA Mexican Eats launches a national BOGO (buy one get one) promotion for Halloween. While all competitors lean into spooky Halloween themes, QDOBA took a different approach than the previous years and leaned into a Day of the Dead creative.
No other Mexican Fast Casual brand incorporates authentic Mexican design for their Halloween promotions, so QDOBA wanted to own that area.
Color Palette.
QDOBA Orange is paired with a rich purple color to help the guest associate the design with Halloween and Dia de los Muertos.
Typeface.
Headlines and Subheadlines: Knockout and Bemio.
Body text: Knockout.
Genuine Mexican Inspiration.
Print and Digital Creative
The target audience was QDOBA Rewards members, so the primary area to market this creative was digital and social avenues. In order to pull more guests to join the Rewards program for this special, one day deal, print materials were also featured in-restaurant.
Email Creative
A Teaser and Day-Of email were sent out to all Rewards members, reminding them of the BOGO offer being dropped in their Rewards wallets.
Beginning Iterations
The beginning design iterations before a final direction was chosen.
