Tony Roma's
Born American: the only one with a real, original American origin.
The challenge
Born American: the only one with a real, original American origin.
Translate the brand’s essence into a more contemporary concept.
What we did
We analysed the brand’s history to rescue and highlight what makes it strong, without losing its anchor pillars, and to build a new concept on top of them, an evolution rather than a radical change. Graphically we refined the logo and colour palette, and developed a graphic system that answered the strategy and its application needs. The system has flexible elements that follow the brand across touchpoints: signage, social, table elements, the menu, tablecloths and napkins.
The concept
The idea behind the brand.
Translate the brand’s essence into a more contemporary concept, starting from an evolution rather than a radical change.
Born American
The concept that expresses what makes them unique: the only one with a real, original American origin.
Evolution, not revolution
We rescued the brand’s anchor pillars and built on them, without breaking anything.
A flexible system
A refined logo and palette, plus a graphic system that follows the brand across menu, table, signage and social.
The identity
The visual system
The change
The feed, before and after.
We went from a feed with no system, full of one-off promos and mixed styles, to a coherent grid under the Born American concept: consistent photography, brand colour blocks and a visual order you recognise at a glance.
In real life
The rebrand, in action
♥ 1,7K 
The approach
Services we activated
As delivered: Brand strategy · Digital action plan · Creative strategy · Branding · Training · Web design.
It was a real pleasure to work with Daniela Goicoechea and her whole team.
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