Bringing the fun back to a Tex-Mex restaurant brand
With over 30 venues across the UK, Chimichanga is a destination restaurant chain offering a range of flavoursome Tex-Mex dishes. Its parent company Prezzo asked February to reinvigorate the brand’s personality, to inject some fun and enable the brand to grow.
- — Logotype
- — Tone of voice
- — Positioning
- — Point of sale
- — Digital
Brand design strategyOur strategy was to take our cues from the food concept – Tex-Mex – it had to be bold and it had to be colourful.
Tone of voiceWe introduced a friendlier, cheekier tone of voice, reflecting the party venue feel to the restaurants.
ResultsThe new branding has helped to firmly establish Chimichanga as the “fun” restaurant brand of choice for new retail and leisure developments across the UK, helping Chimi's grow their footprint by 66% to 38 sites.