Felipe Hoyos
Brand Identity / Brand Management
Dean & Dennys is a burger restaurant chain that grew quickly in Argentina. Acting as Brand Manager, I developed its new corporate identity to help the brand scale with more consistency and recognition.
Dean & Dennys is a burger restaurant chain based in Argentina, with more than 30 locations focused on fast-casual dining and brand-driven customer experiences.
As Brand Manager, I worked on strengthening the visual identity, communication systems, and overall brand consistency across both physical and digital touchpoints.
Development of communication assets, campaign direction, in-store branding, promotional materials, and visual systems focused on scalability and franchise consistency.
The work focused on helping standardize the brand experience across franchise locations through clearer communication systems, visual consistency, and scalable brand guidelines.
The visual approach combined a bold and approachable burger-brand aesthetic with communication systems designed to feel recognizable, flexible, and easy to implement across multiple locations.
The implementation helped strengthen brand consistency across franchise locations while supporting the company’s expansion and long-term scalability through a more unified customer experience.