Munchie Picchu: Peruvian Street Food Name and Identity

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Munchie Picchu

Creating a food truck brand to give people the ‘Munchies’ with Munchie Picchu Authentic Peruvian Street Food.

Munchie Picchu is a new franchise brand serving up deliciously Authentic Peruvian Street Food. The story (like all good stories) begins with love - love of family, of Peru and especially love for the food our client grew up with in Lima. In fact, Victor loved it so much he decided to create his own Peruvian Street Food Truck to share this love with Stockholm. We were asked to join the team and create a brand from scratch, including the name, strategy, application and all digital material.

See the case history at Propella®

Creating a Peruvian food brand name

When you think of Peru most people think of the once lost Peruvian citadel of Machu Picchu. When thinking of the brand name we certainly did. But we wanted it to be modern, witty and especially about food. So, instead of Machu Picchu we created Munchie Picchu! Our new name evokes a fun contemporary, yet thoroughly authentic Peruvian street food brand where you ‘Get The Munchies’.

Capturing the spirit of Peru

Our brand identity is a celebration of the Peruvian heritage of Victor Medrano (the founder) and the modern multicultural spirit of Peru. It is a fusion of the old world with the new, of the indigenous Quechua and Aymara traditions infused with Japanese and Afro influences. We were determined to create a brand that was more than food, that was a destination personifying the Peruvian spirit of adventure and vibrant street food culture to allow the brand to expand into many other product opportunities.

For the logo we created a hand-drawn, interlocking typographic style which suggests the massive stone walls found at Machu Picchu. We combine this with modern colours to create a vibrant street feel. To complement the logo we designed an enormous range of brand assets for use across social content, applications and merchandise, with an expanded Munchie alphabet, supporting typographic expressions, bespoke Peruvian textile backgrounds, photographic styling and iconography.

A very munchie future

We are constantly evolving and adding to the asset library as we grow the business and develop new franchises around the world. You will still find Victor in his Munchie Truck in Stockholm serving up deliciously authentic Peruvian street food and a taste of the culture he grew up with in Lima. Munchie Picchu has secured a much loved position in Sweden and the Peruvian community. It is steadily growing as a business and is poised to open new franchises across Europe.