el saber del sabor

BRANDING + STORYTELLING + CORPORATE DESIGN + ART DIRECTION + STYLE GUIDES (SOCIAL MEDIA & WEBSITE)

CREDITS: BRAND STRATEGY | VISUAL CONCEPT & DESIGN BY LA LUQUERIA.

story

Chef Begoña Rodrigo, winner of Top Chef 2013 and 1 Michelin Star for her restaurant La Salita in 2019, launches her new project Farcit (2019), her new project. She needed to give a new identity to her third restaurant (La Salita and L'hort Al Nú are the previous ones) and at the same time, give continuity to her personal brand. That is why he decided to create the gastronomic group ANARKÍA to represent his projects under the same values and philosophy.

solution

We were asked to create the identity of this new project (Farcit), a new gastronomic concept: Bocatas & Drinks. After analyzing their vision and knowing what our target audience was, we came to the conclusion that it was a very personal project and that it should reflect their identity and character. BR doesn't let you down and she had it clear: "I can be creative, detail-oriented, throw myself in the mud, eat a sandwich, and I don't have to lose my style".

result

BR is both a creator and a destroyer. Her free spirit is the basis of her creativity. The same that she transmits with her character, breaking the rules with style.

From our analysis and strategy, the concept was born: FARCIT - Feel the inside (Bocatas & Drinks), which resulted in this disruptive brand design. An identity based on generating contrasts between colors, typographies, neons... Between the elegant and the anarchic (breaking the rules).

Begoña felt so identified with this new identity that she decided to impregnate the ANARKÍA group with this DNA, and thus provide the brand with the continuity she was looking for. (respecting the concept of each project independently). This not only generates an attitude towards the brand, but also creates a learning process, a connection and a mindset towards everything the chef does.

We use the acronym BR as a brand icon and different colors to identify each one of them. This allows us to generate a scalable corporate identity for future projects, as well as provide each restaurant with its own personality without tying us to graphic elements.