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CASA BORINQUEN
Creating a strong brand that needed a better way to communicate with a new audience and an identity that reflects its unique character.
PROJECT OVERVIEW
Casa Borinquen is a family-owned and operated restaurant and the perfect place to taste traditional Puerto Rican specialties.
SERVICES
Logo Design Visual Identity
PROJECT GOAL
The main goals for rebranding are to attract a younger crowd, present a consistent face to the customers, increase recognition and create a flexible and meaningful identity system that remains true to CB's heritage. They want to look fresh and modern, while also expressing the brand's unique character through visual identity. The aim is to develop an identity that is fluid and expressive, allowing CB to effectively communicate with the audience and stand out in a crowded market.
DISCOVERY
Together with CB's team we defined the core brand attributes in order to find elements & styles that represent their culture and customers. This part of the process is important, because the brand identity is a visual distillation of the brand attributes & personality.
Created for a new, diverse generation
The goal was to welcome a new younger generation with a modern brand. After an operations overview, I developed a concept that gives the customers a feeling of uniqueness while giving the brand flexibility. It captures the references from a colorful past and sets the pillars for an exciting future.
LOGO DESIGN
The old logo design had incorporated a lot of elements from the Puerto Rican culture, The main references for the new one were: the house ( casa ), a pan, and the main colors from the Puerto Rican flag: red & blue. The typography placement resembles a gate/ door that reflects a warm welcome.
As a restaurant, the number of brand touchpoints is quite high, that is why we opted for logo variations that can fit in any scenario.
VISUAL IDENTITY
The visual identity system incorporates patterns and symbols from the iconic cultural mix of Spaniard, African and the native people the Taino. I decided to visually express the legacy, history, and national symbols through a series of illustrations.
It was developed as a flexible system in which the elements are combined to create unique compositions while maintaining brand consistency. Now each application becomes a space to tell a story.
Bright, warm and inviting. A strategy built on heritage.
The visual identity system incorporates patterns and symbols from the iconic cultural mix of Spaniard, African and the native people the Taino. I decided to visually express the legacy, history, and national symbols through a series of illustrations.
It was developed as a flexible system in which the elements are combined to create unique compositions while maintaining brand consistency. Now each application becomes a space to tell a story.
BRAND APPLICATIONS
Inspired by the heritage but focused on the future, I designed a new, diverse identity, by building a concept based upon CB’s core attributes of approachable, unique, and bold.
Every CB touchpoint feels stylish, considered and optimistic. From diverse stationery items to signage I developed a framework for the brand and service to grow and properly express what it stands for.
To wrap it up
Casa Borinquen’s owners decided to take their brand in a different direction and launched a revised brand and digital presence. Nevertheless, I was fortunate to be a part of this exciting process and I'm eager to share my process with you.
Creating a strong brand that needed a better way to communicate with a new audience and an identity that reflects its unique character.
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