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Brand Concept & Storytelling Strategy, Grupo Gordo

Grupo Gordo is a restaurant group with multiple concepts inspired by different cuisines, including burgers, Greek, Japanese and Mexican restaurants. Each concept is built around a unique identity connected to members of the founders’ family, creating a strong emotional narrative behind every brand.

Brand Strategy, Concept Development and Storytelling
Grupo Gordo, Colombia · 2016 - 2018
Role: Account Executive & Project Lead

About the company

Grupo Gordo is a restaurant group with multiple concepts inspired by different cuisines, including burgers, Greek, Japanese and Mexican restaurants. Each concept is built around a unique identity connected to members of the founders’ family, creating a strong emotional narrative behind every brand.

The Challenge

The group needed to create distinct restaurant concepts that could stand out individually while remaining part of a cohesive brand ecosystem.

The challenge was to translate each concept into a clear identity and narrative that would resonate with customers, while ensuring consistency and differentiation across multiple formats and cuisines.

Key Learnings

Strong brands are built on meaning, not only aesthetics. When storytelling is authentic and consistent, it becomes a powerful tool to differentiate and connect with customers.

Skills & Tools Applied

Brand Strategy
Storytelling
Concept Development
Brand Positioning
Content Strategy
Customer Experience
Creative Direction

Results & Impact

Created distinct and memorable brand identities for multiple restaurant concepts

Strengthened emotional connection between brand and customers through storytelling

Ensured consistency across different concepts while maintaining differentiation

Enhanced the overall brand experience across the group

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