Brand Strategy & Positioning

Burro Blanco’s brand story was integral to its identity. The name was inspired by a folklore tale of a man delivering parcels of meat, cheese, and salsa on his donkey to local farmers—hence, the iconic donkey emblem. The brand was developed to resonate with a young, urban audience, appealing to both families and young professionals in the UAE. It was about creating a fresh, no-nonsense burrito experience with a real, laid-back attitude that didn’t feel forced. Through the brand repositioning, Burro Blanco moved from a local favourite to an aspirational, yet approachable food brand ready to expand regionally.

Visual Identity

Previously, Burro Blanco’s logo featured a simple symbol of donkey ears, often mistaken for something else or misunderstood. Inspired by the brand story and name, I developed additional logo assets showcasing the full donkey face, reinforcing the symbol’s relevance and connection to the narrative. These new graphics complemented the original logo rather than replacing it, ensuring loyal customers stayed connected. I also created a rollout plan to introduce the updated logos smoothly and provided marketing ideas to highlight the brand’s history and ties to burritos. The refreshed visuals strengthened the brand’s playful, premium identity while maintaining a cohesive link to its roots.

Tone of Voice & Messaging

I worked on refining Burro Blanco’s tone of voice to ensure it spoke authentically to its target demographic. The tone is effortless, cool, and playful, reflecting the brand's casual yet high-quality approach to food. Messaging was crafted to be fun and approachable, with lines like “Make Guac Not War” and “We roll it so well, it’s almost illegal” featured prominently in-store and on social media. The messaging perfectly matched the no-frills, fresh food experience Burro Blanco offers.

Franchise Expansion

As Burro Blanco prepared to expand into the GCC markets, cultural relevance played a crucial role in its success. The brand was crafted to appeal to a wide demographic across the region—focusing on real, homegrown food made with fresh ingredients. I ensured the brand stayed true to its roots while appealing to an increasingly diverse, modern consumer base. Through the franchise strategy, Burro Blanco positioned itself as a brand that celebrates local ingredients, honest service, and authentic Mexican flavours, delivered in a dynamic, community-driven environment.

Merchandise & Brand Experience

Merchandise became an integral part of the brand experience, with Burro Blanco creating t-shirts, hoodies, tote bags, and other items that reflected the brand’s fun, vibrant identity. These pieces, combined with aspirational messaging like “Burritos You Can Believe In,” helped create a strong, connected community around the brand, enhancing its presence both in-store and online.

With its playful, authentic identity and strong brand story, Burro Blanco is now one of the most exciting food brands in the region, expanding rapidly across the GCC while maintaining the spirit of its humble beginnings.