For this beloved West Highland mainstay, we didn’t reinvent the wheel—we gave it fresh tread. El Camino has long been a local legend, but with a little help from Fylament, the community tavern found its new groove. Rooted in hospitality, full of heart, and always a little cheeky, we refreshed the brand to reflect what it’s always been: a place where neighbors gather, flavors pop, and the unexpected delight is part of the experience.

From brand strategy and identity refinement to tone of voice and campaign-ready taglines like “Mi casa es su casa—with better tequila,” we brought a new layer of consistency and character to El Camino. At the center of it all is Boots—a cheeky little roadrunner in pink cowboy boots—who now zips through the brand as its playful, beloved mascot. Boots brings the fun, the flair, and a wink of mischief to every touchpoint, reminding guests that El Camino doesn’t take itself too seriously… except when it comes to flavor.