El Guindilla is a restaurant and tapas bar with a strong personality. It had been open to the public for a year when our services were engaged. The logo was not to be changed, so we used it as a starting point to create a visual universe that would transmit the spirit of the “canalla” (scoundrel) that the owners wanted for the place.
This was the basis for the illustration of “Guindilla” the waiter, and all applications went hand in hand with this concept. A visual as well as a verbal identity were used to recreate the character traits of old-style waiters, and the authenticity of a neighbourhood with the history and personality of the Barceloneta. We created a very informal brand experience ranging from contests to pick the restaurant’s best tapa to postcards for customers to keep and mail and -by the way- announce just how good the food is in Barcelona.