El Willy is a Spanish restaurant located in Shanghai, on the emblematic city’s riverside -The Bund-. It’s the flagship shop of chef Willy, owner of el Willy Group.

We were requested to develop their brand identity and all the restaurant applications to transmit the fun universe of Willy.
The challenge was to create something colorful and clammy, crazy and diverse, that could work as a corporate identity.

We started by creating a shape that is linked with Willy’s most iconic animal: the pig. The pig nose is applied in a free style color palet together with a funky hand-style typography, delivering a fun yet very recognizable identity.

We designed all the restaurant supports -from shop cards to the sharing plates-.

El Willy has been awarded Best Spanish Restaurant, Restaurant of the year and today is among the top F&B brands in Shanghai.