Based in Medellin, Colombia, this never-before-seen product is a combination of a burrito and a Colombian tamale, which is typically wrapped in a big leaf. Being a brand-driven product, a character/lifestyle theme was opted for, and crafted with the traditional bandit architype in mind. The logo conjures images of the old west and the adventurous lifestyle of the outlaw. In this context, the concept of wrapping a burrito in a tamale leaf is presented as being something radical, lending a psychology of risk-taking to the brand. This was done to help facilitate the adoption of what is essentially a new kind of food for people. The retail price point was in the low range, which presented an opportunity for discounted price placements at points of sale. The poster was given the context of a Wanted bulletin to stregthen the bandit archetype, while the bright red food truck energizes the brand’s identity and presents it as something fun and bold.