Mexican restaurant chain Chilango asked me to create an eye-catching campaign to promote their healthy menu options in January.
For inspiration, I looked no further than the restaurants themselves - each site has its own 'comment shrine' with a statue of The Lady of Guadalupe, a popular Mexican & Christian icon. This led me to come up with 'Eating like a Saint' as a playful way of framing healthy eating.
I created an identity suite for the campaign, with an overall logo and unique dish logos. The textured feel gives the design an edge and the illustrations playfully reference Mexican Christian imagery.
I also worked on the copywriting for the campaign, and even got to name the new prawn salad “Prawn Again”.
The campaign rolled out across print & digital in January 2018, and the menu board will remain in restaurants past the end of the promotion.
Feedback has been overwhelmingly positive, with 'Saint' dish sales across the UK doubling in January compared to last year.
Co-Founder & Co-CEO Eric Partaker has also called it "The best campaign in Chilango’s 10-year history".
As well as creating print assets for the restaurant, I also worked on social banners & animations to promote each dish.
The campaign was also featured on the BoxPark blog.