End-to-end branding, digital marketing and graphic design for Juanchos
// Juanchos
2026
the challenge
The starting point.
Juanchos was born with the ambition of becoming the benchmark for Mexican food with attitude in San Luis Potosí. The starting point called for a complete, disruptive brand identity built from scratch — one that could connect with a young, flavor-loving audience — requiring an integrated design that worked both in the physical restaurant and across its digital channels.
the difficulty
Why it wasn't obvious.
The taquería and food scene in San Luis Potosí is fiercely competitive. The challenge was to design a visual identity that honored Mexican roots (tacos, chiles, nopales) without falling into traditional clichés. We had to capture the 'bien chingón' concept in a modern, clean and highly scalable graphic system — one that looked spectacular printed on textured kraft paper while staying dynamic and eye-catching on social media.
how we solved it
Our approach.
We developed a brand ecosystem built on hand-crafted illustrations (brand patterns) and a robust, characterful type selection. We structured an integrated design that dressed the entire restaurant: menus, uniforms and individual packaging. Finally, we carried that energy into the digital space, setting up a social media strategy focused on visual craving, local pride and a direct, friendly tone of voice for the opening campaign.
what was delivered
Everything that came out of the factory.
- 01 Brand identity and end-to-end branding design
- 02 Illustration system and brand pattern
- 03 End-to-end application design (menus, uniforms, packaging)
- 04 Content and social media launch strategy
- 05 Art direction and visual guidelines
// Juanchos
2026
// Juanchos
2026
// Juanchos
2026
measurable numbers
What we moved the needle.
“Working with codeX on the Juanchos launch was a complete win. They captured exactly the essence we wanted to convey: a Mexican brand that's modern and 'bien chingona.' From the menu and paper packaging design to how our social feed looks, everything feels connected and full of incredible energy. San Luis Potosí already recognizes us by our identity thanks to their integrated design.”