Brief: Redesign a brand, product, or service in a breakthrough way. I chose to redesign the restaurant, Chiquito as I felt that the brand had lost its way in personality and popularity over the years.
Concept: Research into the history of Chiquito uncovered that its food is actually Tex-Mex cuisine, rather than Mexican. My concept is to revive the brand by celebrating this fusion of cultures whilst targetting the restaurant at families - something that stands out from its competitors.
Solution: A redesign of the brand identity was needed to reflect its roots and fun personality, reinventing the Chiquito family characters to create a contemporary family restaurant atmosphere. Everything from a custom linoprint typeface and the engraved menu, to the dining experience concept and tone of voice was designed with the brand's heritage in mind - creating a unique sensory experience.
Reinventing the original Chiquito family - each with their own character
Feedback showed that Chiquito’s current menu had too much variety on it and not enough Tex-Mex food. Another problem was that many people didn’t understand the difference between the range of Tex-Mex dishes available. I aimed to solve this problem with a simple and playful redesign of the menu - focussing on a small selection of dishes that can be crafted to perfection, as well as the communal, sharing experience with each character having their own special dishes...
Research found that Chiquito loves to communicate with its customers so I created a fresh letterhead for brand correspondance with customers, stakeholders and suppliers respectively - using the colours to distinguish. The loyalty card also encourages customer’s to return and a custom stamp will be used by staff in-restaurant.
