Creating a restaurant people wanted to visit before they'd even tasted the food.
Sonrisa was created to bring the warmth, flavour and energy of Argentine dining to the heart of Leicester. As a completely new restaurant concept, the business needed more than a visual identity—it needed a distinctive brand that would shape every customer touchpoint from launch and help establish its place within a competitive hospitality market.
Working closely with the team, we developed the restaurant's brand identity from the ground up, creating a cohesive visual language supported by photography and launch assets that helped bring the concept to life. Today, Sonrisa has established itself as an award-winning dining destination, recognised for bringing the spirit of Buenos Aires to Leicester.
Challenge
Launching a new hospitality brand means creating confidence before customers even walk through the door. Every detail, from the visual identity to the imagery and marketing materials, plays a role in shaping first impressions and communicating the experience guests can expect.
The challenge wasn't simply to design a logo. It was to build a memorable restaurant brand that reflected the atmosphere, personality and quality of the dining experience while providing a consistent foundation for future marketing and customer engagement.
Approach
We worked with the founders to develop a complete visual identity that captured the character of the restaurant and its South American inspiration. From brand development through to photography and launch materials, every element was designed to create a premium yet welcoming brand experience.
Alongside the branding, we produced a suite of professional photography that showcased the restaurant, its food and the overall atmosphere, helping establish a strong visual identity across marketing materials, digital channels and promotional activity.
By creating a cohesive brand system from the outset, we helped ensure every customer touchpoint reflected the same personality and quality, giving the business a strong platform from which to launch and grow.
Outcome
Sonrisa launched with a distinctive brand identity that continues to support the restaurant's marketing and customer experience. The combination of strategic branding, professional photography and consistent creative assets helped establish a recognisable presence from day one while giving the team the confidence to market the business consistently across digital and printed channels.
The project demonstrates how thoughtful branding can help transform a new hospitality concept into a memorable destination, creating a lasting impression that extends far beyond the restaurant itself.
What we delivered
- Brand Strategy
- Brand Identity Design
- Logo Design
- Visual Identity System
- Brand Guidelines
- Art Direction
- Hospitality Photography
- Marketing Collateral
- Launch Creative
Capabilities
This project combined hospitality branding, visual identity design, photography and creative direction to launch a new restaurant brand with a distinctive personality and a strong foundation for long-term marketing and customer engagement.
The bigger picture.
Successful hospitality brands begin long before the first customer walks through the door. Every visual touchpoint shapes expectations, builds anticipation and helps create memorable experiences.