Vegetables unleashed on and off the plate

Beefsteak
Washington DC, US

For his innovative new Beefsteak chain of healthy casual restaurants serving vegetable centric cuisine, lauded chef José Andrés (ThinkFoodGroup) wanted a concept that was fun, friendly and tailored to young city-dwellers. Our challenge was to create a flexible identity and help communicate it effectively across all digital platforms, while avoiding a general steakhouse impression at all costs.


We worked closely with the two Barcelona illustrators known as Brosmind, who developed a set of whimsically endearing vegetable-inspired characters, the centerpiece of the project. The fresh, vibrant logo and color scheme effortlessly counterpoise these playful illustrations and modern photography to create a cohesive and versatile brand image.


Click here to see José Andrés at the Ellen DeGeneres' tv show announcing the launch of the Beefsteak brand.



Creative Direction | Design | Ad Campaign | Signage | Packaging | Web & App




Illustrations: Brosmind


Architect: Capella Garcia Arquitectura