Chez Vous Primary Function: Timagit n temyagit by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 Tarbaḥt A' Design Award n Lfeṭṭa in Afeṣṣel n Unuɣ, Tugna d Teywalt Tamulant Competition Category.
LfeṭṭaUnuɣ· 2021
Chez Vous Primary Function: Timagit n temyagit
by Ruis Vargas
Client: Laika
Tarbaḥt A' Design Award n Lfeṭṭa Winner in Unuɣ Category
Verified Award Winner
Verify Award Status for #120238The Design
About Chez Vous Primary Function: Timagit n temyagit
Book Text: Chez Vous d timagit tafeɣtayt yettwaxedmen i yiwen n usečču abelǧi deg Sao Paulo, di Brizil. Timagit-a tettales tira i wudmawen ibelǧiyen, am Magritte, Manneken Pis, ageffur d wuftitas iqburen, s uɣanib n usuneɣ afessas. Iḍrisen iwezzlanen deg-sen tabdda n tantala tabelǧit, rennun-d asfukel i tuddsiwin tunṣibin. Timagit tettwasnes ɣef umuɣ n učči, tinfilin, ipanuten, taɣlaft d yiceṭṭiḍen. Ayagi yefka i usečču tayunt tafeɣtayt. Umuɣ n učči d tinfilin ttwaffɣen-d s ufsit s yiniten CMYK, ma d iceṭṭiḍen ttwaseḍlin-d s wudlifan.
The Recognition
About the Tarbaḥt A' Design Award n Lfeṭṭa
Chez Vous Primary Function: Timagit n temyagit d amerbaḥ n Tarbaḥt A' Design Award n Lfeṭṭa, tagmat ɛlayen i yisnulfa yelhan, yeḥlan s waṭas. Imerbaḥen n Lfeṭṭa d isnulfa yelhan akk, yesɛan tmusni d tazmert. Chez Vous Primary Function: Timagit n temyagit ad yili d asnulfu amaynut, yelhan, ad yeǧǧ ddunit tennuɣ.
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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