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