El Buen Querer (‘The Good Want’ for you gringos) is a small but mighty mall kiosk that specializes in making churros of many sizes and flavors. Their brand is inviting yet vibrant, thanks to the bright pastels of their color palette and whimsy of the rest of their visual system. Typefaces are mixed and matched with reckless abandon, erratic patterns featuring abstracted sugar crystals wrap the packaging, playful type lockups serve as secondary marks; all these characteristics come together to create a look that is eye-catching given the market, and captures the fun and frivolity of making and eating churros.

El Buen Querer Branding, Packaging and Art Direction by Estudio Wikka.