The Project – Launching a Restaurant Favorite at Retail

George Lopez fulfilled his culinary dream with the opening of the George Lopez’s Chingon Kitchen. 

Chingon Kitchen offers authentic Mexican fare with recipes inspired by George’s grandmother. We were honored to be part of the creative team behind the original launch of George’s Chingon Kitchen brand. Our work included logo design, menu boards, interior graphics and signage. As a result, Chingon Kitchen is a success story, and a personal milestone for Lopez. 

When the pandemic hit, restaurants were ordered to close. It was a devastating blow to a thriving business that had just opened its third location in January of 2020. Lopez persisted and wanted to find a way to share his love for his grandmother’s recipes with a broader audience. So, the idea to create ready-to-cook meals for two of his most popular dishes was born. 

The Challenge

Designing a food package is indeed an art form. Food packaging is a delicate balance of maintaining FDA compliance, brand identity, and retail marketing.

One interesting challenge for this project was the small design area. We had just 3″ x 4″ to capture George’s Chingon branding. In addition, we had to choose Pantone colors for the label that didn’t clash with the marinades. What color goes best with Pollo Asado? Would you believe PMS 1375? (Carne Asada PMS 7627).

Of course, we needed the branding stand out. When working with a celebrity brand, the focus needs to be on their name. However, the FDA requires that the product identifier take up a specific percentage of the label. This was a challenge when working with such a small Principal Display Panel. The Principal Display Panel (PDP) is the part of a food label that is most likely to be displayed to the customer. This is the front panel on a product. View the FDA food labeling guide here.

By leveraging the color to our advantage, we were able to achieve that balance to accomplish both priorities.

Lastly, to highlight the connection between George’s love for his grandmother’s cooking and his edgy brand of comedy, he penned a personal message on the back of each package. He described the taste memories of each dish in classic George Lopez fashion. Our marketing push was: Now you can turn your kitchen into a Chingon Kitchen!

Read George’s personal messages below…

Carne Asada: Chingon flavor straight from my grandmother’s recipe. It’s the perfect combination of spices – and we don’t mind you taking all the credit.  No matter what it’s served with, it’s a sign of status among your friends.  Now you won’t have to worry about smelling better Carne Asada at the park, because someone got their direct deposit first!  Rule number #1: Always buy 2 extra lbs. to eat while you cook… MY little secret!

Pollo Asado: My Chingon Kitchen Pollo Asado isn’t loco, it’s delicious! My grandmother’s recipe has a variety of spices that will take you on a world tour of flavor.  No matter what part of the chicken you were assigned to as a kid, this time we’re giving you the best part. A leg man?  We got you! No need to pick a chicken from the front yard to feed, and then be traumatized like my family did to me!   Cook, serve & enjoy.

The Results

George was very happy with the end result of the design. We were proud to learn that both of his signature products were picked up by Food4Less and Superior Grocers in Southern California. 

They are scheduled to launch in time for Super Bowl 55, along with the launch of his Ta Loco Cervezas. We are currently working on one other beef SKU that will be added to the line soon. We will update this case study with more information as we have it.

Working on this project during the pandemic got us thinking – could more restaurants explore new opportunities at retail? From sauces to seasonings, baked goods to pizzas – consumer packaged goods are a growing opportunity for chefs and restauranteurs alike.

It turns out, our thinking was on the right track. Several restaurants are also following this model to make up for losses during the pandemic. Check out this recent article from SmartBrief.com.

Selling a food product at retail does have a long runway, and it’s not cheap or easy to get that shelf space. However, you can test the waters by selling in your own establishment (for pick up or delivery,) or online direct-to-consumer before venturing out into the grocery aisles.