Chez Vous Primary Function: Marandu Techapyrã by Ruis Vargas

Chez Vous Primary Function: Marandu Techapyrã by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 A' Design Award Pláta in Ta'ãnga Jejapo Competition Category.

PlátaTa'ãnga· 2021

Chez Vous Primary Function: Marandu Techapyrã

by Ruis Vargas

Client: Laika

A' Design Award Pláta Winner in Ta'ãnga Category

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Verified Award Winner
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Colors

The Design

About Chez Vous Primary Function: Marandu Techapyrã

Chez Vous ha'e peteĩ techapyrã ojejapóva peteĩ tembi'urenda Belga-guápe São Paulo, Brasil-pe. Ko techapyrã omoñe'ẽjey Belga rembikuaáta, tumeigua Magritte, Manneken Pis, ama ha frita ymaguare, peteĩ ta'ãnga hasy'ỹva rupive. Umi jehai mbykymi oguereko Belga ñe'ẽ juavykue, ombojuruja umi ta'ãngahai apopyrépe. Ko techapyrã ojeporu menú, ta'ãngaguasu, panel, paket ha ao-kamisápe, ome'ẽ tembi'urendápe peteĩcha rekove. Umi menú ha ta'ãngaguasu ojekuatia offset-pe CMYK sa'y reheve, ha umi ao-kamisa ojekuatia digital rupive.

The Recognition

About the A' Design Award Pláta

Chez Vous Primary Function: Marandu Techapyrã ohupyty A' Design Award Pláta, peteĩ ñehechakuaa extraordinariamente prestigioso oñeme'ẽva diseño de primera línea, hechapyrãva ha impresionante-pe. Umi ganador Pláta ha'e tembiapo brillante ha heta creativo ohechaukáva expertise, talento ha agudeza sobresaliente umi diseñador-pe. Oñeha'ãrõ Chez Vous Primary Function: Marandu Techapyrã ha'eha peteĩ tembiapo maravilloso, ejemplar, profesional ha innovador pypukuvéva. Ko diseño ohupytýva A' Design Award Pláta ha'e invento ojehechakuaáva ha ojehayhúva ohepyme'ẽva ha ombohasáva límite arte, ciencia, diseño ha tecnología rehegua. Chez Vous Primary Function: Marandu Techapyrã ha'e creación heta ojeenvidiáva omokyre'ỹva ipotapy, ome'ẽva sentimiento positivo ha omoheñóiva maravilla ha sorpresa.

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