MR.O is a restaurant located in Póvoa de Varzim, Portugal, specialising in doughnuts and burgers.

Opened in 2021 and with a long journey, strong reach and success, after 2 years – 2023 – they decided to go “all in” and follow an old dream by betting on premium Dry Aged meat, matured for 60 days which makes the flavor and juiciness noticeable with every bite.

Based on this change, a visual repositioning of the brand was very important. The main challenge was to focus on the premium quality they wanted to represent in order to express this major change in an impactful way.

Since the first day of opening, they have stood out for the incredible contrast of flavours contained in all their recipes, whether doughnuts or burgers. The brand’s old communication lacked a lively, impactful identity that was as contrasting as the unique recipes created by the restaurant. With the challenge in hand, well understood and after a long period of testing, a consensus was reached. Initially, two important points were defined: a new typeface – using different weights; and a new colour palette – with greater contrast and vibrancy. It was then decided to find two visual paths that would work together to create a good narrative for the brand’s visual communication. The use of graphics – a grid, based on the walls of the restaurant’s interior; and illustrations, based on differentiation and emotional appeal to consumers. Both paths together allow the brand to be flexible and create the desired impact, thus conveying the major objective with the major change to its menu.