La Pepa is a low-key lunch and takeout spot from our friend and long-time client José Andrés. Essentially, it is the more feminine and Spanish version of his Pepe brand. José wanted a casual, airy vibe with a Mediterranean touch to express that feeling of a long, leisurely Spanish lunch around a table full of boisterous friends and family.

We partnered with the famous illustrator Marc Jesus to create the brand muse: La Pepa herself. Authentic, proud, sassy, and free- spirited, she became the jumping-off point for the entire brand aesthetic. We added a bold, playful and vibrant font and cheeky catchphrases for just the right dose of mischief.

Our logo and branding made their way onto all the usual collaterals, but for the first time ever we had the pleasure of seeing our design splashed across the side of a truck roving the streets of Washington D.C., as well as at the La Pepa stand at Disney World.

Verbal Identity | Logo | Collateral | Stand Design