UPGRADING ICONS

California Tortilla's Illuminated Avocado Brings Brand POW at Half the Cost

Make It

Strategic Refresh on a Budget

Fast-casual success depends on customer experience details. California Tortilla needed to elevate their in-store environment—particularly their retail section—while controlling costs. The challenge: deliver modern impact without the premium price tag of their original signage specifications.

Key focus areas included enhancing the "Wall of Flame" retail section, redesigning their avocado brand icon, upgrading storewide signage materials, and revising instructional signage for improved clarity. Each element needed to work harder while costing less.

Solutions

  • Our Creative and Production teams developed a stunning reverse-glow centerpiece that reimagines Cal Tort's avocado icon as a four-tiered illuminated sign with embedded LED strips.

    Achieving the desired effect required precision alignment during both lamination and assembly phases.

    The result: "Our recreated Avocado is beautiful! Everyone loves it and it's half the cost," says Aaron Goldberg, Director at California Tortilla.

  • We reconfigured original channel signs into contour-cut acrylic letters, bottom-lit by LED strips. The transformation gave Cal Tort's retail section extra kick without requiring a complete rebuild.

  • Transitioning displays from framed photos to direct PVC prints finished with ¾" brushed metal standoffs created a streamlined, modern presentation. Simpler, cleaner, more impactful.

  • Dream it.

  • Build it.

  • Grow it.

“Our recreated Avocado is beautiful! Everyone loves it and it's half the cost.”

— Aaron Goldberg, Director, California Tortilla

50% Cost

Reduction.

Value engineering delivered identical visual impact at half the original specification cost

Enhanced Retail Performance

The illuminated Wall of Flame section creates a compelling focal point that drives merchandise attention

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Value engineering doesn't mean compromising on impact.

Let's reimagine what's possible.