Tony Roma's
Spain
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Contribution: Brand touchup & graphic system
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Place: Brandcrops - Madrid
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Year: 2022
The context:
Due to the exclusive focus on ribs, the Americanness of Tony Roma's has been diluted over time, while other brands have conquered this territory in the industry and in the mind of the consumer.
The challenge:
Find what differentiates Tony Roma's from the rest, in order to become (again) recognized, admired, and loved by those who share the enthusiasm for American food.
I was responsible for the brand touch-up, and developing a visual system that could be easily translated into social media and printed collateral for the restaurants.
Fresh American was the conceived concept,
A style... of living, of thinking, of looking... of being.
A mentality, a way of thinking that guides our decision-making, makes us question our actions, and challenges us to want to be first. A concept that represents tradition but at the same time grows, evolves, and changes, inspiring us in the values of contemporary life.
We tell it and live it in a fresh way, it feels current.
Tony vibes
TR's new personality will have all the ingredients to bring you the best of American food in a new and renewed version.
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Fresh: Spontaneous, casual, down-to-earth, and surprising.
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Generous: Abundant, kind, accommodating, and yummy.
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Energetic: Cheerful, enthusiastic, and sociable.
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Unwrapped: You do you, open-minded and receptive.
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American: Diverse, proud, modern, and trendsetter.
Brand touchup
As the brand evolves, the logo needed to breathe the Fresh American concept, therefore, the traditional Tony Roma’s maroon color stepped down to second place, giving the brand a fresh red to represent it in this new chapter.
Furthermore, a refinement was made in the form, eliminating the line below the brand that made the brand look outdated, giving all the attention to the typography the users already know and love.
