Miha N

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The Challenge
Adapt Nando’s culturally specific, cheeky South African brand voice for the Romanian market, a country that doesn’t have Nando’s yet.

Idea & Rationale
Nando’s isn’t here yet - but its spice already is.

Romanians have a complicated relationship with imported brands. We’re skeptical, but we long for brands that get the joke. Nando’s needs to acknowledge this tension, not fight it. The brand feels worth bringing to Romania, while considering the very Romanian habit of questioning foreign things. If the tone is right, Nando’s won’t feel imported… it’ll feel like it gets us!

Objective
Introduce the brand by leaning into Romanian food culture (we love spicy food and bold flavours) while proving Nando’s humour can translate without losing its edge.

Target Audience
Romanians, 20-35, who appreciate charismatic brands, international food trends, and self-aware humour.
Market insight

Romanians love:

• Spicy food
• Charismatic brands
• Self-deprecating humor

But they’re skeptical of imports.
The risk: Romanian humor could overpower Nando’s subtle cheekiness.

Strategic approach
Walk the line between:
Confident, cheeky → but not loud
Playful → but self-aware
Romanian → but distinctly Nando’s

Tone of voice
● Confident, a bit cheeky
● Playful, but not loud
● Self-aware, not just for irony’s sake

Formats
● Social media posts
● Video script
● Brand activation concept
● App interface copy

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Project type
Agency work

The Challenge
Maintain brand consistency across multiple touchpoints while adapting tone for different communication goals.

Target Audience
Romanian car buyers and ŠKODA owners, ages 25-50, professionals seeking reliable, smart mobility solutions.

Strategy & Approach
I developed two distinct newsletter streams with tailored messaging:

General updates - Product news, features, brand stories (informative, trustworthy tone)
Event invitations -Test drives, launches, community experiences (warmer, more personal tone)

Each stream had purpose-built CTAs and subject lines designed to drive specific actions. Additionally, I wrote social media posts, including polls and stories.

Formats
Email newsletters (2 formats)
Social media posts
Polls and interactive content
Send cadence
Monthly: General, Events (bi-weekly during summer)

Newsletter 1 - ŠKODA ESSENTIALS
Newsletter 2 - ŠKODA EXPERIENCES

Instagram Posts (Sample) - „Simply Clever Moments”
Parchează din telefon!
Cu Remote Parking, Škoda Enyaq se parchează singur, la un ecran distanță. Perfect pentru locuri înguste și ieșiri spectaculoase. Controlul se face direct din aplicația MyŠkoda!
#SkodaEnyaq #RemoteParking #SmartCar #SimplyCleverMoments

Story - Poll:
Ai încredere în tehnologie pentru a parca?

1. Da, puțin ajutor e de folos!
2. Încă prefer să parchez singur!

Detaliile mici fac diferența: de la o umbrelă ascunsă în ușă până la porturi USB-C de 45W pentru toți pasagerii: Škoda Enyaq e plin de soluții Simply Clever care contează în fiecare zi!
#SimplyClever #SkodaEnyaq #SimplyCleverMoments

Story:
Știai că o umbrelă ascunsă în ușă poate salva o zi ploioasă? Detaliile mici fac diferența când pleci la drum cu Škoda Enyaq!

Tu te relaxezi, Škoda Enyaq te ține pe drum! Lane Assist te ajută să rămâi în bandă chiar și atunci când atenția fuge. Pachetul extins de siguranță include: Side Assist, Crew Protect Assist, Adaptive Cruise Control și Drowsiness Assist. Subtil și mereu vigilent.
#LaneAssist #SkodaEnyaq #SafetyFirst #SimplyCleverMoments

Story:
Relaxare totală la volan! Lane Assist îți ține mașina pe drum, astfel încât tu să te bucuri de călătorie!
Facebook Posts (sample)
Autonomia ține pasul cu tine! Noul Škoda Enyaq oferă până la 591 km autonomie datorită unei aerodinamici îmbunătățite (coeficient de doar 0.225), a noii baterii de 82 kW. Nu doar că merge mai departe, dar se adaptează inteligent traficului cu Travel Assist 2.6! Sistemul folosește date în timp real ca să anticipeze curbele și să păstreze banda. Condu inteligent și fără stres!

#SkodaEnyaq #SmartDrive

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PROBLEM
Brand voice stops one you open the app:
Most food apps use neutral, interchangeable language. This creates a quiet but real disconnect: a brand that’s warm and cheeky in marketing becomes cold and transactional the moment you actually try to order.
Generic copy everywhere: Error messages, empty states, and confirmations that could belong to any app.
Friction at key moments: Unclear onboarding, payment anxiety, and no reassurance when things go wrong.

GOAL - Microcopy that earns its words
Create UX copy that reduces friction at stress moments, builds trust during sensitive interactions like payment, maintains Nando’s playful voice without sacrificing clarity, and makes every screen feel like it was written by a person, not a template.
APPROACH - Studying the voice before writing the words
Before writing a single line of copy, the tone of voice had to be mapped. Nando’s brand language is playful, cheeky, warm, and surprisingly self-aware. It never takes itself too seriously, but it’s never unclear either.
Wrote multiple copy variants per screen and filtered for the balance of clarity and personality.
Used a simple tension test: would a user still understand this immediately?

Key microcopy decisions
ONBOARDING - FIRST SCREEN
ERROR STATE - PAYMENT FAILED
EMPTY BASKET STATE
ORDER CONFIRMED

Conversational, never corporate FEATURE ADDITION - Spice Roulette: making indecision fun The Spice Roulette feature started with a simple observation: choosing your heat level can feel like a commitment. But what if that moment of uncertainty became part of the fun?

HOW IT WORKS:
Set your spice range
Tap the card to spin
Roulette lands on a level
Background shifts colour
Suggested dish pops up

Why this matters: The feature accounts for spice anxiety, dietary needs, and pain thresholds, without making those concerns feel like obstacles. The fun is the surface. The safety is the structure underneath.

INTERACTION DESIGN NOTES:
Quick bottle shake animation after the spin: tactile, brand-consistent payoff
Ticking roulette sound cue heightens anticipation during the spin
Sauce bottle lands: the moment of reveal is a micro-celebration
Background colour shift reinforces the result and shows the chosen meal What this project demonstrates This project wasn’t about redesigning Nando’s app from scratch. It was about asking a focused question: what happens to a brand when its voice moves from marketing into product?
The answer lives in small decisions: a confirmation message, an error state, a feature name. Those moments accumulate into something that either feels like the brand, or doesn’t. The goal was to make sure they do.