I-AM have worked with the Chilango founders on every creative aspect of their business for the last six years. Following some early success, Erik and Dan approached I-AM to develop a new strategic brand positioning that would best express their essence, vision and newfound confidence.
I-AM created a brand name and introduced a true Latin spirit to the personality that customers could readily engage with. The Chilango name perfectly captures the essence of gritty and urban Modern Mexico and gives it a twist of urban cool. The interior concept is fast, vibrant and energising. In harmony with the new brand identity, I-AM developed the website content and visuals. Stories about meals, ingredients and where they come from were emphasised and the outcome is a colourful, joyful and user-centred website.
Vivid colour, a sense of fun and a sprinkling of Latin lust for life has proven a recipe for success; Chilango now have seven successful UK sites and were recently awarded ‘best new restaurant concept’ at the ROTI awards.