Macayo’s Makeover at 70: The Challenge of Refreshing a Legacy Brand

December 11, 2016

After 70 years, the revered Mexican chain decided it was time to refresh its classic concept.

Ken Peters and the team at Nocturnal Branding turned in a 149-page report—on 13-by-19-inch paper—to Macayo’s. If that seems a bit excessive, consider this: That’s just a shade over two pages for every year the legendary Arizona Mexican chain has been open. “When you have a brand like Macayo’s, with so many years of history, there’s a great amount of responsibility that comes with that,” says Peters, the company’s creative director and co-founding partner. “It sounds corny maybe, but we take very seriously the fact that