Chez Vous Primary Function: Identitat de marca by Ruis Vargas

Chez Vous Primary Function: Identitat de marca by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 A' Design Award d'Argent in Disseny Gràfic, Il·lustració i Comunicació Visual Competition Category.

ArgentGràfic· 2021

Chez Vous Primary Function: Identitat de marca

by Ruis Vargas

Client: Laika

A' Design Award d'Argent Winner in Gràfic Category

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Verified Award Winner
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Colors

The Design

About Chez Vous Primary Function: Identitat de marca

Book Text: Chez Vous és una identitat visual creada per a un restaurant belga a São Paulo, Brasil. La identitat reinterpreta icones belgues, com Magritte, el Manneken Pis, la pluja i les patates fregides tradicionals, mitjançant un estil d'il·lustració senzill. Els textos breus inclouen variacions del dialecte belga, afegint un toc d'humor a les composicions gràfiques. La identitat s'aplica a cartes, cartells, plafons, embalatges i samarretes, aportant unitat visual al restaurant. Les cartes i els cartells s'imprimeixen en òfset amb colors CMYK, mentre que les samarretes s'imprimeixen digitalment.

The Recognition

About the A' Design Award d'Argent

Chez Vous Primary Function: Identitat de marca és un guanyador del guardó A' Design Award d'Argent, un reconeixement extraordinàriament prestigiós concedit a dissenys d'alta gamma, esplèndids i impressionants. Els guanyadors d'Argent són obres tremendament brillants i summament creatives que il·lustren la perícia, el talent i la perspicàcia excepcionals dels seus dissenyadors. Es preveu que Chez Vous Primary Function: Identitat de marca sigui una obra meravellosa i de gran lluïment, remarcablement professional i profundament innovadora. Aquest disseny guanyador del guardó A' Design Award d'Argent és un invent molt notable i admirat que beneficia i fa avançar els límits de l'art, la ciència, el disseny i la tecnologia. Chez Vous Primary Function: Identitat de marca és una creació molt envejada que evoca desitjos, introdueix sentiments positius i desperta sorpresa i admiració.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The rereading of the Belgian icons, such as Magritte, Manneken Pis, rain and traditional French fries allowed to create new interpretations and statements that can only be found in Chez Vous. Thus, the restaurant was permeated by graphic manifestations, such as posters, t-shirts, panels and more, providing a sense of visual unity and legitimately Belgian narrative.
Dimensions & Packaging: Menu, sheet format 520 x 380 mm and Kid Menu, sheet format 300 x 210 mm, printed on offset paper 300 g/m2., 4X40 colors (CMYK). Posters: sheet format 420 x 620 mm printed on offset paper 240 g/m2., 4X0 colors (CMYK). T-shirt printed on digital process.
Tags: Branding, Logotype, Package, label, illustration
Production Technology: Most of the graphic materials were produced in offset in CMYK-scale colors. The posters, with a theme of pop art, in contrast received classic frames. The t-shirts were produced in digital printing. Offset packaging is suitable for delivery.
Design Challenge: The challenge was to construct a visual identity that translated the essence of Belgian culture. And, above all, offer the customer Chez Vous an authentic experience of Belgian cuisine and culture. The definition of the graphic style of the illustrations was instrumental in translating simplicity and synthesis. The textual component was also fundamental to achieve the effect of authenticity, especially bringing dialectal variations to the graphic compositions.
Research: The Laika method is based on the synergy between linguistic and pictorial skills. Every project begins with the construction of meaning, an affirmation, and the need to design small graphic narratives. Thus, the visual identity project expands upon the detailed and strategic work of building an imaginary universe that represents the culture of the Chez Vous brand.
Inspiration: Chez Vous is the only Belgian restaurant in Sao Paulo. And its original culture was the starting point for the construction of the new visual identity, using the icons, tradition and sense of humor of the country to create a reinterpretation of icons, symbols and narratives, making a visual identity for Chez Vous.
Project Duration: The project started in June 2019 and finished in January 2020 in Sao Paulo, Brazil.
Operation Flow: The visual identity project contributes to affirming the Belgian cultural essence of the restaurant Chez Vous, emphatically occupying the status of reference of Belgian gastronomy in the city of Sao Paulo. In addition, it allows the client to feel welcomed by the casualness and informality of the visual language and its narratives.
Patents: Laika
Team Members: Ruis Vargas, Creative Director and Illustrator.
Image Credits: Ricardo Bassetti and Elias Gomes