EL AMIGO – BRAND STRATEGY & IDENTITY
Project: Brand strategy & Identity for a new restaurant
Type: Contract
Client: Restaurant El Amigo
El Amigo is a Mexican-inspired restaurant and takeaway concept in Copenhagen, built around flavour, flexibility and a more inclusive approach to everyday dining. The project focused on developing a complete brand foundation for a new food concept entering a competitive fast-casual market, with a clear need to stand out from existing takeaway brands while still feeling accessible, warm and easy to understand. Through strategy, visual identity, content production and brand communication, the goal was to create a brand that could work across restaurant touchpoints, catering, social media and physical design.
Roles: Brand analysis, Strategy & Identity Development, Art Direction, Graphic Design, Photo- & Videography
STRATEGY, IDENTITY & EXECUTION
The result is a vibrant and recognisable brand identity that combines Mexican-inspired warmth with a contemporary Copenhagen takeaway format. The strategy positioned El Amigo as an open and welcoming food brand with room for different ways of eating, from classic meat-based dishes to plant-based alternatives. This was translated into a visual universe built around strong colours, bold typography, playful graphic elements and appetising food photography. Across menu design, posters, website visuals and social media content, the identity creates a consistent experience that feels generous, energetic and approachable. The execution brings together strategy and production, shaping El Amigo not only as a place to order food, but as a brand with a clear personality, a flexible offering and a strong visual presence.
