The challenge was to brand a dessert chain selling the well-known South American Churro pastry. My goal was to serve the Churro as a modern and urban product, localizing it with an urban-pop culture. This branding challenge enabled a variety of visual directions, making it hard for the client to decide. Therefore, he kept on answering "Sure" for each proposal. This answer sparked an insight according to Churro everything is "Sure" - inspiring the complete visual language of the project.
