Chez Vous Primary Function: Inezcayotl Tlanamacoyan by Ruis Vargas

Chez Vous Primary Function: Inezcayotl Tlanamacoyan by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 Mahuizolli A' Design Award Iztacteocuitlatl in Tlacuilolli, Tlacuilolixiptlaliztli ihuan Tlachialtlanonotzaliztli Tlachihchihualiztli Competition Category.

IztacteocuitlatlTlacuilolli· 2021

Chez Vous Primary Function: Inezcayotl Tlanamacoyan

by Ruis Vargas

Client: Laika

Mahuizolli A' Design Award Iztacteocuitlatl Winner in Tlacuilolli Category

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Colors

The Design

About Chez Vous Primary Function: Inezcayotl Tlanamacoyan

Chez Vous ca ce tlaixnextiltlitta tlen omochiuh ipampa ce belga tlacualoyan itech Sao Paulo, Brasil. Inin tlaixnextiltlitta occeppa quitta belga ineezcayohuan, quen Magritte, Manneken Pis, quiyahuitl ihuan huehuetlacatiliztli papas fritas, itech ce yolic tlahcuiloliztli. Tepitzin tlahtolli quipia belga tlahtolli patlacayohuan, quiahci ce huetzcaliztli itech tlahcuiloltiltlin. Inin tlaixnextiltlitta motequitiltia itech tlacualiztlahtolli, amatlahcuilolli, tlapanhuan, tlacentlaliliztli ihuan cotoncamitl, quimaca tlacualoyan ce tlaixnextiliztetzahualiztli. Tlacualiztlahtolli ihuan amatlahcuilolli mocopina ica offset ica CMYK tlapaltin, ihuan cotoncamitl mocopina ica digital.

The Recognition

About the Mahuizolli A' Design Award Iztacteocuitlatl

Chez Vous Primary Function: Inezcayotl Tlanamacoyan ca in quicuic in Mahuizolli A' Design Award Iztacteocuitlatl, hueyi tlamahuizoliztli tlen momaca in huel yectli, tlanextic ihuan mahuiztic tlachihualli. In quicuicah Iztacteocuitlatl ca cenca cualli ihuan cenca yancuic tlachihualli in quinextia in tlamatiliztli, toltecayotl ihuan ixtlamatiliztli intlachihuanime. Ca quinequi in Chez Vous Primary Function: Inezcayotl Tlanamacoyan ca cenca cualli, cenca motequiuhtia ihuan yancuic. Ni dizayno in quicuic Iztacteocuitlatl quihuelitia in toltecayotl, tlamatiliztli, dizayno ihuan teknolohia. Chez Vous Primary Function: Inezcayotl Tlanamacoyan quiyolchicahua in tlacah, quipaquiltia ihuan quitlamahuiztiltia.

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