Chez Vous Primary Function: Vizuálna identita značky by Ruis Vargas

Chez Vous Primary Function: Vizuálna identita značky by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 Strieborná cena A' Design Award in Grafika Competition Category.

StriebornáGrafika· 2021

Chez Vous Primary Function: Vizuálna identita značky

by Ruis Vargas

Client: Laika

Strieborná cena A' Design Award Winner in Grafika Category

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Colors

The Design

About Chez Vous Primary Function: Vizuálna identita značky

Chez Vous je vizuálna identita vytvorená pre belgickú reštauráciu v Sao Paule v Brazílii. Identita reinterpretuje belgické ikony, ako sú Magritte, Manneken Pis, dážď a tradičné hranolky, prostredníctvom jednoduchého ilustračného štýlu. Krátke texty zahŕňajú variácie belgického dialektu, čím dodávajú grafickým kompozíciám zmysel pre humor. Identita sa uplatňuje na jedálnych lístkoch, plagátoch, paneloch, obaloch a tričkách, čím dodáva reštaurácii vizuálnu jednotu. Jedálne lístky a plagáty sú tlačené ofsetom s farbami CMYK, zatiaľ čo tričká sú tlačené digitálne.

The Recognition

About the Strieborná cena A' Design Award

Chez Vous Primary Function: Vizuálna identita značky je laureát Striebornej ceny A' Design Award, mimoriadne prestížneho uznania udeľovaného nádherným, pôsobivým dizajnom najvyššej kvality. Laureáti Striebornej ceny sú nesmierne brilantné a mimoriadne kreatívne diela, ktoré ilustrujú výnimočnú odbornosť, talent a bystrosť svojich dizajnérov. Od Chez Vous Primary Function: Vizuálna identita značky sa očakáva, že bude úžasným, vzorovým dielom, pozoruhodne profesionálnym a hlboko inovatívnym. Tento dizajn ocenený Striebornou cenou A' Design Award je veľmi pozoruhodný, obdivovaný vynález, ktorý prináša úžitok a posúva hranice umenia, vedy, dizajnu a technológie. Chez Vous Primary Function: Vizuálna identita značky je výtvor, ktorému mnohí závidia, ktorý vzbudzuje túžby, prináša pozitívne pocity a vyvoláva úžas a údiv.

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