Che! wanted an identity that showed their fun side but made sure that they stuck to their Argentine roots. Focusing on the light blue and whites that are present in their national flag, as well as a complementary yellow as a nod to the Sol de Mayo (Sun of May) that also features.  Creating a mascot and an identifiable pattern was key for them to stand out and be recognisable. Whilst the market for  Empanada restaurants in the UK is not massive, they wanted to make sure their brand image was strong and memorable on packaging and social media channels.  Furthermore, having their pattern and even their logo feel somewhat hand drawn played into the fact that as  empanadas are handmade, they are not all crafted perfectly, they all come in different shapes and sizes and that's what makes the experience that more enjoyable.