In the summer of 2014, the BARBURRITO team approached us for help with their burrito restaurants, which had grown into the 2nd largest burrito chain in the UK. It was time for a stronger, more grown-up brand identity and their Mexican-inspired British restaurants needed comprehensive refurbishment work, and entirely new layouts.
Tackling the restaurant design and experience, Afroditi set about transforming the restaurants from having a more take-away feel to places you’d like to stay and eat. Re-oriented floor plans simplified operations for the staff, whilst introducing social seating areas, modern and efficient kitchens and serving bars that delighted customers. The changes managed to keep the service ‘rapido y con mucho amor’ for those on the move, but also cater for others who wanted to stay, dine, and enjoy the full BARBURRITO welcome. Moving away from the stereotypical images of ponchos and moustaches, the new branding mashes together British cool with Mexican colours and imagery, creating a bold, distinctive and more upmarket identity. The specially developed BARBURRITO ‘Spanglish’ language added some welcome wit and humour. Visual emphasis on quality and provenance include sacks, representing the rice used in the tortillas, and a sense of bringing some of the outside in via exotic foliage lining feature walls. To create strong brand touch points, newly designed bags, trays, cups and signage also now display the welcoming BARBURRITO food lifestyle. Since completing the initial pilot in Cardiff, the restaurant group entrusted us to renovate all 12 of their restaurants and lead the design for four brand new sites each year on an ongoing basis.