A new Tex-Mex restaurant, “TIO LOCO” (Crazy Uncle), was due to open in Austin in July, 2017 – amidst a very competitive landscape. The family-owned company has run successful restaurant concepts in multiple states for more than thirty years. TIO LOCO had a vision to become an iconic restaurant destination, along with the passion to make it happen (which we shared). We started with just a name and needed to work smart and rápido.
We were tasked to design and develop a new restaurant brand from the ground up.
Clearly articulate a competitive brand position for TIO LOCO Tex-Mex that unleashes the “Crazy Uncle’s” essence and strengths, providing a platform to maximize a key position in Austin’s Tex-Mex category
Impact-fully and persuasively communicate the TIO LOCO positioning in all marketing communications (internal and external), beginning with signage (indoor/outdoor), website, and social media
Make the whole of the TIO LOCO Tex-Mex Restaurant much greater than the sum of its parts
During the late summer of 2017, Tio Loco opened its doors to the public. Several soft launches and well-tested openings later, the owners had big plans for their new restaurant and brand, talking about possible franchise opportunities in the future. There would be many Austinites who could still enjoy Tio Loco today if not for the COVID-19 pandemic of 2020, which ultimately forced the closure of this promising new restaurant brand.
