Argentum Graphica · 2021
Chez Vous Munus Primarium: Identitas Notae
by Ruis Vargas
- Praemium A' Design Award Argenteum 2021 in Graphica
- CLIENT: Laika
- Estimated Number of Design Views: 40,537
- Verification code C53AEC561C · Verify this award
Colors
About Chez Vous Munus Primarium: Identitas Notae
Chez Vous est identitas visualis pro popina Belgica in urbe Sao Paulo, Brasilia, creata. Identitas hac symbola Belgica, ut Magritte, Manneken Pis, pluviam et frixa tralaticia, per stilum simplicem illustrationis interpretatur. Textus breves varietates dialecti Belgicae comprehendunt, sensum humoris compositionibus graphicis addentes. Identitas ad indices ciborum, tabellas, panellos, involucra et tuniculas applicatur, popinae unitatem visualem tribuens. Indices ciborum et tabellae methodo offset coloribus CMYK imprimuntur, tuniculae autem digitaliter imprimuntur.
About the Praemium A' Design Award Argenteum
Chez Vous Munus Primarium: Identitas Notae victor est Praemii A' Design Award Argenteum, honoris eximie amplissimi formis summi generis, pulchris et conspicuis dati. Victores Argenti opera valde splendida et creandi ingenio praedita sunt, quae praestantem peritiam, talentum et acumen auctorum suorum ostendunt. Exspectatur Chez Vous Munus Primarium: Identitas Notae opus mirabile, exemplare, valde professionale et penitus novum fore. Haec forma Argento victa inventum notabile et admiratum est, quod ad fines artis, scientiae, formandi rationis et technologiae promovendos confert. Chez Vous Munus Primarium: Identitas Notae creatio est, quam multi invident, quae cupiditates excitat, sensus bonos affert et admirationem miraculumque movet.
Press Kit
- 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
- Image Credits
- Ricardo Bassetti and Elias Gomes
