Chez Vous Primarna funkcija: Vizualni identitet marke by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 Srebrna nagrada A' Design Award in Dizajn Grafike, Ilustracije i Vizualne Komunikacije Competition Category.
SrebroGrafika· 2021
Chez Vous Primarna funkcija: Vizualni identitet marke
by Ruis Vargas
Client: Laika
Srebrna nagrada A' Design Award Winner in Grafika Category
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The Design
About Chez Vous Primarna funkcija: Vizualni identitet marke
Chez Vous vizualni je identitet stvoren za belgijski restoran u São Paulu u Brazilu. Identitet reinterpretira belgijske ikone, poput Magrittea, Manneken Pisa, kiše i tradicionalnog pomfrita, kroz jednostavan ilustratorski stil. Kratki tekstovi uključuju varijacije belgijskog dijalekta, dodajući notu humora grafičkim kompozicijama. Identitet je primijenjen na jelovnike, plakate, panoe, ambalažu i majice, dajući restoranu vizualno jedinstvo. Jelovnici i plakati tiskani su ofsetnim tiskom u CMYK bojama, dok su majice tiskane digitalno.
The Recognition
About the Srebrna nagrada A' Design Award
Chez Vous Primarna funkcija: Vizualni identitet marke je pobjednik Srebrne nagrade A' Design Award, izuzetno prestižnog priznanja koje se dodjeljuje vrhunskim, veličanstvenim i dojmljivim dizajnima. Srebrni pobjednici iznimno su briljantna i vrlo kreativna djela koja ilustriraju izuzetnu stručnost, talent i oštroumnost svojih dizajnera. Očekuje se da Chez Vous Primarna funkcija: Vizualni identitet marke bude divno, reprezentativno djelo koje je izuzetno profesionalno i duboko inovativno. Ovaj dizajn koji je osvojio Srebrnu nagradu A' Design Award vrlo je zapažen, nadaleko cijenjen izum koji koristi i pomiče granice umjetnosti, znanosti, dizajna i tehnologije. Chez Vous Primarna funkcija: Vizualni identitet marke je kreacija kojoj se mnogi dive i zavide, koja budi želje, donosi pozitivne osjećaje i raspiruje čuđenje i divljenje.
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
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