Papy Churros.
The churros specialist.
The churros specialist.
Papy Churros arrives in Marrakech in a market where copycats are multiplying. The challenge: build a brand bold and indulgent enough to establish itself, for the long run, as the reference — the one you recognise, the one you remember.
Three workstreams: validate the logo, develop the full brand identity (colours, typography, illustrations, packaging, points of sale) and orchestrate the outdoor communication for the launch.
A round, warm and instantly legible logo: the chef's hat set in generous lettering. A signature that speaks of craft and know-how at first glance.
Designed to live as a round illuminated sign — a "flag" mounted on the storefront, a landmark visible from afar, whether on the street or in a shopping mall.
To match the world of churros: brown, terracotta and yellow blend with black and white. Warm tones that shift from one visual or campaign to the next.
A combination of bold, classic and hand-drawn typefaces: the right balance for communication that feels solid and graphically effective, moving freely between fonts.
Bold and playful — for taglines and punchy headlines.
Classic and legible — for body copy and information.
Hand-drawn and warm — for the human touch and the finer details.
To enrich the art direction, a series of churros illustrated by hand by our illustrator. Highly recognisable drawings, designed to decorate the points of sale, enhance the visuals and packaging, or be animated on video — and to anchor the brand lastingly in people's minds.
A wooden exterior for character, illuminated lettering on the storefront and a flag-mounted logo. Inside, a modern industrial concept — wood, brick, metal — lifted by an LED screen and neon lights.
For the launch, an outdoor advertising campaign in Marrakech, with simple, direct taglines: "Many copies, only one specialist."
The campaign extends into digital — Instagram, Facebook, YouTube: advertising visuals, animated stories and videos to drive traffic both in-store and across social media.
"Many copies,
only one specialist."