Salsalito to 1910
Following initial brand strategy work, it was agreed that the brand had to 'remove the classic connotations to mexican food' in order to differentiate itself from the other Mexican offerings in the marketplace. The existing Salsalito name was too directly linked, so Absolute set about developing a name that would capture the intriguing and fresh approach to Mexican food.
Brand Promise
We want you to feel what great tasting, fresh Mexican influenced food is all about, through an enjoyable experience, that allows you the customer complete control and informed choice.
Name Rationale
The start of the revolution, 1910 is an historical date in Mexican history. It makes an intriguing name and allows the organisation to utilise revolution in it's marketing "Let's start a chilli revolution".
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