El Willy Fun F&B Group is one of the most established Spanish F&B group in China, with restaurants in Hong Kong, Manila and Saigon. All their restaurants offer contemporary and traditional Spanish cooking with a fun and innovative touch.
Its brand and website needed to be neutral but at the same time funny, to express the witty humor characteristic the brand tone of voice and approach already had. Another consideration was that, because of being a group brand touchpoint, it had to let every restaurant brand live under the same universe.
Because of its Spanish background, a typography with a lot of personality was used, with a clear reminiscence to the typical Spanish bars. Its content was organized in hierarchy in a way that generated a forceful and funny speech around color and the most typical Spanish ingredients, like ham, chorizo and tomato. To fulfill the requirement of presenting this unorthodox and heterogenous universe in only one page, graphic kaleidoscopes were created for each restaurant. This way, each restaurant could be identified, and also general information of social activities organized could be shared in an original way.
Furthermore, a common template was created for each restaurant website, so that each one had its own space of presentation and booking under the same wireframes.