Crunchy Chicken is a menu item exclusive to Barrio that differentiates it from other Tex-Mex brands

Crunchy Chicken has always been on the menu, but customers didn’t know exactly what was different about it. These concepts were part of a proposed national campaign meant to bring awareness to the protein choice and to inform customers how to pair it with sauces. Also, it was paired with a poster focused on sauce to reinforce the wide array of choice for how customers can have their food.

Design Considerations

Besides the focus on Crunchy Chicken as a protein option, it was important to highlight the various ways it can be eaten such as having it with Dynamite and Buffalo sauce. Barrio is also one of the only Tex-Mex chains with multiple sauces, so pairing it with Crunchy Chicken is meant to show the customizability of it. One of the marketing pillars is to lean into community, so by having buttons that show which team the Barrio is on, it shows a fun way to see what a local community member likes. Finally, the last image is the brainstorm/moodboard - being inspired by fun typography and brighter colours to drive excitement for this launch and adding in a chicken head to have a visual cue to the protein choice.

Design Process

This was an ongoing project for around 1-2 months with various marketing stakeholders.