From the variety of Hispanic cuisine ingredients to the classic Parisian style, La Carpa brings new flavors to the Colombian gastronomic context.
About the project
Brand Identity, website & Visual Design
La Carpa is a new brand concept that seeks to reinvent Hispanic cuisine through the fusion with the Parisian style and an emphasis on seafood, in one of the areas with the highest real estate valuation in Bogotá.
I led the brand strategy, tone of voice, visual identity and the website.
Making a fusion between the Hispanic and French culture is a complex challenge. The concept was barely outlined, but it should have flexibility in its graphic pieces and should also have illustrated elements. The general appearance of the restaurant should fit within the commercial landscape of its location, but it should also stand out from the competition and capture the attention of potential diners. Two words highlighted in the brief: Tradition and Detail.
I started working on the concept of the restaurant, giving more importance to raw ingredients than to the final dish and thus highlighting the diversity of Hispanic ingredients. Carp, a kind of fish well known in European cuisine, served as an inspiration not only for its usefulness in cooking, but also for its strength and incredible resistance. From that idea, we rescue other animal species of great importance for the cuisine of this region and include them in the visual language: The crab, lobster, squid and oysters were some of the restaurant's protagonists. We developed the visual image with a strong use of typography and used cards and boxes that allowed greater readability and variety in graphic pieces.