Amigos challenged TYC to elevate their brand and clarify their offer of great quality burgers and shakes. The Amigos brand has core ethics of friendly, welcoming, good service and above all, FUN at its heart. Therefore the positioning of the brand must be attractive to the masses but also stand out from the crowd, appealing to both customers and investors alike.
Following a brand workshop with Amigos our multidisciplinary team set to work creating a number of different concepts, designing both the interior space and the brand simultaneously created some very interesting routes from the 'ultra futuristic' to the 'almost eco'. However, it was the story and characters of Amigos founders; Kas and Wax, that provided the 'friends with food' big idea that resonated well.
Playing on the 'hat' of the burger bun allowed the team to explore fun elements within the interior space whilst the propeller beanie became the logo mark to signify fun and childhood friendship whilst slogans like "Hats off to great burgers" and "#WhatsHatAllAbout" added the finishing touches. Adding a lighthearted twist to the current industrial look associated with burger joints, the existing brickwork was retained, but given a new Amigos look. Layered with natural timber, rustic paintwork, neon colour and Amigos humour, the site is lively and attention grabbing, yet warm and welcoming.
The team were also tasked with directing photo shoots for the product, translating the new concept across social media campaigns, a new website and also the brand launch campaign.
TYC also assisted with site planning, technical drawings and the tender process whilst at the same time planning permission and advertising consent were applied for. We also supported the on site build, snagging and handover.
Halal is a massive expanding market in today’s F&B world and Amigos Burgers & Shakes is now in prime position to maximize on this! Now is their time to disrupt and lead the halal F&B sector from the drivers seat.
Amigos Burgers & Shakes opened on May 24th 2015 in Shepherd's Bush, London. We wish the original Amigos the best of luck and can't wait to see this concept rolling out across the UK and internationally.
Project scope: Strategy, Branding, Graphic design, Copywriting, Interior design, Social media management, Web design, Brand launch and Opening campaign.
“Steve, Vanessa, Kas and Wax are the best designers in the world! “