Vegetables unleashed on and off the plate
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.
Architect: Capella Garcia Arquitectura