Refresh and unify a brand identity in preparation for global expansion
TORO NYC already had a unique identity from its sister storefront in Boston. As the brand prepared for global expansion, TORO Restaurant Group sought out JWALK’s expertise to refresh their branding and make sure they had a cohesive and exciting identity as they stepped into the global spotlight.
JWALK has an intimate knowledge of the TORO ideals and identity based on managing partner Doug Jacob’s partnership in the restaurant group. This knowledge informed our decision to use the universal language of art as TORO’s global communication tool. Drawing inspiration from Spanish artist Pablo Picasso, we developed a bold and easily recognizable visual language inspired by Picasso’s work to act as a way of introducing the restaurant’s Spanish-style food.
Deviating from a solely black and white palette, we introduced a vibrant and ownable yellow into branding materials to stand out to and welcome international consumers. Sophisticated and engaging, the branding infiltrates all TORO touchpoints from menus, to to-go boxes, to merchandise, communicating across global lines TORO’s reputation for exceptional and unique experiences.
An overnight success, Toro shot to the top of the New York Times recommended list and garnered rave reviews from publications including Condé Nast Traveler, Zagat, GQ Magazine, and the New York Times. Now one of New York’s most successful restaurants, the brand is due to expand into multiple cities globally over the next five years.