Building a brand beyond burritos

Popular Australian QSR food franchise Mad Mex identified in 2018 a need to take a more strategic approach with its marketing to better compete in-market.

Mad Mex Billboard

With a desire to push the brand into a more healthy & active lifestyle direction, Example was engaged to develop a brand and marketing strategy and to refresh the company’s brand identity.


Through a thorough process of staff, customer and competitor audits, and appending these insights with additional in-depth research, Example worked with Mad Mex to prioritise target audiences, solidify the company’s unique positioning and opportunity area in the Australian market and subsequently developed a new creative brand platform for it to elevate and push towards a new healthy and active lifestyle direction. 

Through the discovery phase, it became instantly apparent that a disconnect existed between Mad Mex’s existing brand positioning and the desires of both its business ambitions and its target audience. In partnership with consultancy UNKL, Example developed the ‘Fresh Fuel For Life’ creative brand platform and defined a new brand identity suite, This included everything from colour and texture palette, typography, iconography, tone of voice, point of sale and packaging design, and marketing amplification ideas.

Mad Mex Posters
MAd Mex Lifestyle
Mad Mex Billboard
Mad Mex Posters
Mad Mex Menus
Mad Mex Moodboard

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

Example House
69 Roslyn Street, Rushcutters Bay
Sydney, NSW 2011, Australia
+ 61 2 8322 4600

Example Studio
2 Scanlan Street, Fortitude Valley
Brisbane, QLD 4006, Australia
+61 7 2102 5904

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