Chez Vous Primary Function: Nasnameya Marka by Ruis Vargas

Chez Vous Primary Function: Nasnameya Marka by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 Xelata A' Design Award a Zîvîn in Dîzayna Grafîk, Wênesazî û Ragihandina Dîtbarî Competition Category.

ZîvGrafîk· 2021

Chez Vous Primary Function: Nasnameya Marka

by Ruis Vargas

Client: Laika

Xelata A' Design Award a Zîvîn Winner in Grafîk Category

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Colors

The Design

About Chez Vous Primary Function: Nasnameya Marka

Book Text: Chez Vous nasnameyeke dîtbarî ye ku ji bo xwaringeheke Belçîkî li Sao Paulo, Brezîlyayê hatiye afirandin. Nasnameyê îkonên Belçîkî, wek Magritte, Manneken Pis, baran û qijikên kevneşopî, bi şêwazeke sade ya wênekêşandinê ji nû ve şirove dike. Deqên kurt cudahiyên zaravayê Belçîkî di nav xwe de digirin, ku hesteke mîzahê li ser pêkhateyên grafîkî zêde dike. Nasname li ser menûyan, poster, panel, pakêtkirin û tîşortan tê bikaranîn, ku yekîtiyeke dîtbarî dide xwaringehê. Menû û poster bi rengên CMYK bi offsetê têne çapkirin, dema ku tîşort bi dîjîtal têne çapkirin.

The Recognition

About the Xelata A' Design Award a Zîvîn

Chez Vous Primary Function: Nasnameya Marka xelatgirê Xelata A' Design Award a Zîvîn e, nasîneke bi awayekî awarte bi prestîj ku ji sêwiranên di asta herî bilind de, xweşik û bibandor re tê dayîn. Xelatgirên Zîvînê karên pir birûsk û pir afirîner in, yên ku pisporiya hêja, jêhatîbûn û zîrekiya sêwiranerên xwe nîşan didin. Tê hêvîkirin ku Chez Vous Primary Function: Nasnameya Marka karekî mînak, pir pîşekar û bi kûrahî nûjen be. Ev sêwirana bi Zîvînê serketî vedîtineke berbiçav û hatiye sitayişkirin e ku ji bo fireh kirina sînorên huner, zanist, sêwiran û teknolojiyê tevkarî dike. Chez Vous Primary Function: Nasnameya Marka afirandinek e ku gelek kes çavê xwe lê dikin, daxwazan şiyar dike, hestên erênî tîne û heyirînê çêdike.

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