CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK

Judges Pick

DESIGN CREDITS

Designer

Paola Vecco

Illustrator

Franco Zegovia

Creative Director

Alfredo Burga

Account Manager

Ximena Maratuech

Account Director

Claudia Boggio


TAGS

, , , , , , , , ,


LINKS

Infinito
Don Belisario

Don Belisario by InfinitoDon Belisario by InfinitoDon Belisario by InfinitoDon Belisario by InfinitoDon Belisario by InfinitoDon Belisario by InfinitoDon Belisario by InfinitoDon Belisario by InfinitoDon Belisario by InfinitoDon Belisario by InfinitoDon Belisario by InfinitoDon Belisario by InfinitoDon Belisario by Infinito

CLIENT

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


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.


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

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