Prototype – Phoenix, AZ

Ideation played a vital role in creating the brand imagery, brand identity and overall trade dress design for the fast-casual concept Uberrito. Starting with the basics of the kitchen design, Ideation created the total foodservice package including the equipment specifications, pricing and complete foodservice documentation. The fresh Mexican culinary offerings and their featured “Ten Tasty Tacos” were both key elements from which the client wanted to base the design vision. Integrating them into a customized graphic mural for each location allowed Uberrito to keep their design aesthetic while creating a local presence for each market. Ideation created the one of a kind mural for each location as well as the menu layout, design, and other graphic design elements for each space. The interior design of the store brought fresh and bright colors paired with natural materials creating space specifically targeting a higher female demographic than current similar concepts. Family friendly seating, decorative lighting and different types of seating with customized upholstery all were important for Ideation to incorporate into the design and appeal to their target market. From design to full architectural drawings, Ideation brought Uberrito from a mood board to reality with six current locations.