Chimichanga

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.

Deliverables

  • — Logotype
  • — Tone of voice
  • — Positioning
  • — Point of sale
  • — Digital
img-5359
img-5351
img-5321

Brand design strategy

Our strategy was to take our cues from the food concept – Tex-Mex – it had to be bold and it had to be colourful.
img-5350
img-4124
img-5354
img-5352

Tone of voice

We introduced a friendlier, cheekier tone of voice, reflecting the party venue feel to the restaurants.
img-5362

Results

The 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.
img-5469
img-5462