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Hayaca Marbella is a PopUp Restaurant concept by Michelin star chef Mauricio Giovanini. From the months of June to September, the Amàre Beach Hotel Marbella becomes the perfect setting for a multisensory experience full of music, dance and the best representation of Latin cuisine: Hayaca, a casual and fun restaurant where quality, Ingredients and experience come together in a unique experience.
Define a visual identity as well as a clear and simple visual communication that helps to capture the attention of those who observe it and help to relate the concept to the imaginary of Latin cuisine full of flavor, textures, nuances and color.
An identity that starts from the need to build a whole visual concept that communicates the values of the brand and helps to settle in the mind of the consumer in the shortest possible time.
The design and branding process starts from the study of the values traditionally associated with Latin culture and gastronomy with the aim of finding common elements.
From that point on, the entire range of visual values is established to generate a coherent and representative visual communication that is reflected in all points of contact, as well as in letters, graphic materials and advertising campaigns.
In the first step in the logo design process for a restaurant, the use of a wide and warm color range is advocated where the colors used both in the most typical dishes of South American gastronomy as well as in Latin nature itself predominate. resulting in a defined color palette that is combined in tints that are reminiscent of the colors of food, as well as traditional Latin decoration like the colors of a sunset.
Once the visual and chromatic ranges are defined, a graphic style is defined by creating a series of visual elements drawn by hand, with the aim of showing the authenticity, craftsmanship or originality of the brand.
Likewise, a series of patterns inspired by Aztec design frames and patterns is created to strengthen, from the visual plane, the character and origin of the Hayaca Marbella concept. A pattern and a visual style that prevail in the design of graphic elements as well as in internal materials such as the menu and restaurant menus.
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