Here's the design process for the logo concept:

1. The font of the logo design is customized to create a unique brand identity that represents wild, fire, and authentic Mexican food.

2. Instead of adding a fire symbol, I added an 'x' symbol representing hot, spicy, and fire.

3. I decided to go with the slogan that uses the symbol '&' to a '+' symbol to align with the overall design concept.

4. For the color, I'm choosing a bright red color to add more fire elements inside the design and an off-white (slightly yellowish) as its synergies well and balanced.