case study

the perfect burrito

Great things often have small beginnings.

When fast casual franchise California Tortilla needed to add a bit of branded POW to their in-store retail section, they turned to Northeast Color for an illuminated assist. 

Ranging from the mild “Hickory Heaven” to the face-melting “Pyro-Mania,” California Tortilla’s “Wall of Flame” features 75 distinct hot sauces in a branded retail space tucked into their location’s drink and service stations.

But, as often happens,  one thing led to another.

project details

Client: California Tortilla
Task: Product Development, Interior Signage

Execution: Multi-tiered Brand Icons, Instructional Signage, Retail Displays

“There were other assets where a tweak here and there could go a long way,” says Northeast Color Art Director Campbell Mattiello. “Before long we were smitten with the Calt Tort brand and it just went from there.”


  • Enhanced Wall of Flame Retail Section

  • Product Redesign on the Avocado Brand Icon

  • Material Upgrades on Storewide Signage 

  • Revised Instructional Signage


Wall of Flame

To give Cal Tort’s retail section an extra kick, Northeast Color reconfigured the original exterior channel signs into a series of contour cut acrylic letters, bottom-lit by a strip of LEDs.

Lit Avocado

Northeast Color’s Creative and Production teams developed a stunning reverse glow centerpiece, which reimagines CalTort’s avocado icon as a four-tiered illuminated sign with embedded LED strips. 

To achieve the desired effect, each layer of the sign is aligned during both the lamination and assembly phases.

Decor Update

Northeast Color transitioned Cal Tort’s displays from framed photos to direct PVC prints finished with ¾” brushed metal standoffs. 

The Result: a streamlined, modern presentation that pops.

How to Cal Tort – Wayfinding

Hanging instructional signage guides the client through the ordering process.


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