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Prepare your stomachs, PAPA has arrived

The restaurant's idea was to create a modern, sophisticated space that would make a difference, while simultaneously reaching a varied audience. A refined space for a business group meal, but also with relaxed and welcoming features for a dinner with friends on a Friday night.

In this Branding project, we started to work on changing the name of the restaurant. Due to its strategic location – the Pope’s roundabout, in Coimbra – and the Portuguese name variation used for the act of eating (“papar”), we had the idea of joining the two nomenclatures and abbreviating the name to Papa. Thus, the brand was associated with its location and simultaneously with the fact that it is a restaurant.

Then there was the need to design a new logo. This logo emanated all the sophistication and modernity of the space, associated with a unique identity, with style and attitude. For this, we resort to total customization, with the design of the letters done completely manually. The apparent difference between the characters was intended to convey different types of personalities and attitudes. On the other hand, the characters belong to the same family, as they were all designed based on the same angles and construction lines. The logo is strange, harmonic and magnetic at the same time.

Associated with the new logo, we defined the typography to use that would meet these brand values, conveying modernity and sophistication, in an unpretentious and daring way.

Based on the logo and typography, we also created support graphics, using geometric shapes according to the chromatic universe used. This base also made it possible to create business cards, coasters, food and drink menus, bar menus and uniforms with personalized embroidery.

As for the architecture of the space, we worked actively with the architect of the space to maintain a correlation with the brand identity. In this way, the restaurant's space began to use the contrast of white and dark colors, conveying an image of modernity, as well as the use of some variations of warm colors.

There was also the customization of a background wall through a set of pictograms that we created. These pictograms, in addition to being painted in golden color and with a rough texture, were also used in the employees' uniforms, creating a perfect harmony between the physical space and the workers.