Don Belisario by Infinito

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CLIENT

A rotis­serie chick­en fam­i­ly chain of restau­rants, locat­ed in Lima, Peru. It is owned by NGRestau­rants, Inter­cor­p’s gas­tro­nom­ic hold­ing company.

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BRIEF

The chal­lenge was to cre­ate a fun con­cept for all ages and fam­i­lies that would stand out from the mar­ket, already sat­u­rat­ed with sim­i­lar gas­tro­nom­ic pro­pos­als. We came up with the name, visu­al iden­ti­ty, and envi­ron­men­tal graph­ics for the restaurant.

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APPROACH

We were inspired by the Peru­vian plan­ta­tions and their boss­es with numer­ous rel­a­tives, a com­mon fig­ure from the colo­nial era, still famil­iar to the con­tem­po­rary Peru­vian. We cre­at­ed “Don Belis­ario” a roost­er that rep­re­sents the patri­arch of the plan­ta­tion who inspires respect. We also cre­at­ed his whole fam­i­ly, a bunch of aris­to­crat­ic char­ac­ters who pre­side in every meal in the restau­rant. A play­ful, fun, and enter­tain­ing idea that gave us the chance to gen­er­ate mul­ti­ple sto­ries around the brand.

Local rotisserie chicken is a cultural icon for Peruvian families. By far the favorite local choice when dining out, we took advantage of its huge popularity and decided to play with the experience of eating this meal. We had to reach an exquisite balance between the playfulness we wanted to create with the brand and the tradition that involves Peruvian rotisserie chicken, so it could still be recognized as familiar but with a fun accent that no other local rotisserie chicken has. With Infinito we have achieved a playful and familiar experience and environment that is conveyed by the brand’s key concepts. — Ruben Mazzini, Corporate Marketing Manager of NGRestaurants