Pobrecito Brand Standards Manual

Creative Strategy

Brand Signatures

Visual Elements

Key Visual Element

Explore

Key Visual Element

Pobrelitos

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Download Pobrelitos

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Overview

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The Pobrelitos are a gang of spices & flavors come to life, adding just the right amount of pep wherever they appear.

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Personality

Ecstatic Pobrelitos can’t hold in their excitement!

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Easy-going Nothing bothers them, and they do as they please!

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Friendly They can get pretty rowdy, but Pobrelitos want everyone to join in their fun.

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Anatomy

Faces

The face of each Pobrelito always has 3 parts:

The eyebrow

The Pobrelito eyebrow is a uni-brow with a distinct loop in the middle.

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The eyes

Their eyes when open are only two dots, but can squint or blink depending on how they feel.

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The mouth

Their mouths are always open with two front teeth. A tongue can appear when a Pobrelito is feeling particularly cheeky.

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Even without the body, the faces can be easily placed on circular applications & objects as a subtle way to incorporate Pobrecito’s branding on them.

Body

The base ‘torso’ of a Pobrelito is a round Flavor Spot. Depending on how spicy it needs to be, the level of jaggedness can be adjusted.

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Limbs

The limbs are rough lines that can be easily added to the body of a Pobrelito. They give motion & action to the Pobrelitos and shows how they can engage with dishes.

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In Adobe Illustrator, orienting the limbs in different ways provide the Pobrelitos with several ways to express themselves.

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Poses

These are all the existing Pobrelitos in the library that come in complete .png and .svg formats.

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Creating new Pobrelitos

Their vector files are included in the turnover, and can be opened in Adobe Illustrator. Feel free to mix & match the faces, or make entirely new poses with the parts available. You may even take the existing Pobrelitos from the ones in the library and adjust their limbs in Illustrator to create new poses, as you can see throughout this section of the Standards Manual.

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Color Variations

Each Pobrelito may be colored in the following variations

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Recommended Use

They may be used on photography as ‘sprinkles’ on food, similar to the Flavor Spots.

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As solo illustrations, they can appear on branded materials as guides throughout the restaurant & in Pobrecito’s digital experience. For example, they can point you to where you need to go, tell you which dishes are particularly spicy.

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They can also be used as very subtle easter eggs in Pobrecito, appearing only as small hints tucked away in unexpected places.

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Misuse

Do not make the Pobrelitos too aggressive or intense. Pobrecito’s approach to spice & flavor is not about burning people’s mouths off. In the same way, keep them fun & friendly so that people of all backgrounds can enjoy their spunk. Do not paint them as bullies with angry, hostile expressions. The Pobrelitos want to make friends, not hurt people or other Pobrelitos.

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Avoid iterations of their bodies that are perfectly spiky to keep them from looking like a virus or bacteria to prevent any associations with illnesses and disease.

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