Pani, one of Argentina’s most iconic restaurant brands, faced one of its biggest challenges: opening its first store in Miami and building a compelling identity for the U.S. market. Wiper worked closely with the Pani team to define the buyer persona, understand how American consumers perceive luxury, gastronomy, and lifestyle, and adapt the brand’s positioning to a market where the quality of the product plays a central role. We developed a comprehensive strategy that included English brand voice, branding guidelines, product and lifestyle photoshoots, and the distribution of press kits to key gastronomy media and influencers. The result was a solid, aspirational communication approach tailored to the U.S. audience—while preserving Pani’s original personality: fresh, irreverent, and delicious.
We produced original content and captured the restaurant’s special events —themed brunches, launch nights, and exclusive activities— showcasing the magic of Pani from the inside. Each event was turned into engaging social content, amplifying reach and strengthening emotional connection with the local community.
We developed a strategy to optimize Pani’s presence on platforms such as Google Reviews, Yelp, and TripAdvisor, encouraging positive feedback and managing real-time responses. This improved visibility, boosted consumer trust, and positioned the restaurant as a top dining reference in Miami.
