Building Benito’s Hat

In brief

Benito’s Hat brings Mexico's rich culinary culture, and vibrant street-food scene, to the UK. The ambitious restaurant group appointed MR.D as their brand agency at an exciting time of growth.

With Benito’s, we found bold

We began by repositioning Benito’s, cutting to the core offering and brand truth. Three simple words said everything: ‘Burritos and Margaritas’. Done here. Done right. Visually, we also pared everything right back, enabling room to create a vibrant visual style that reflected the Hat experience. Just try a Benito burrito for sheer colour and flavour. The premier, fast-casual Mexican restaurant now has six places in town and MR.D continues to support the brand and eat well.

Strategic positioning • Brand expression • Tone of voice • Restaurant interior detailing • Loyalty programme communications

See also: Keeping Benito's Número Uno