Contributed by Julieta Barone of Buenos Aires-based The Brandbean.
Tostado is a new take-away in Buenos Aires. We developed the full brand identity, from name to signage, packaging to ambience. Tostado is a unique place, a reinvention of the classic “tostado porteño” — simple, fresh ingredients always accompanied by the best coffee.
As well as the interior decoration, packaging, and signage, we designed the glasses, sandwich wrapping paper, labels for yogurt, seat upholstery, and applied screen printing to the dishes. An artist designed the camp-style cups, and we applied the Tostado wordmark in low relief.
We embroidered aprons and shirts for the staff, working with a palette restricted to black and white, with colour appearing as a way to identify product flavours.
Hand-crafted icons were applied to the walls and the front window.
A craftsman painted glazed plates for the facade and to point out the ladies and gentlemen.
No complicated typography, with the emphasis on fast and easy, aided by screens for prices and ingredients. The overall aim was to develop a friendly and sympathetic language that makes the guest feel comfortable.
With Tostado we were attentive to every detail, and importantly, had fun throughout the process.
Brand identity: The Brandbean (Hilary Strong, San Spiga)
Art direction: San Spiga
Design: San Spiga, Juana Laxague, Santi Devalle, Seba Barrena
Architecture: HMA Fernando Hitzig & Leonardo G. Militello
Photos: Federico Kulekdjian, Cecilia Kelly
Location: Av.Córdoba 1501 Buenos Aires, Argentina
See more identity work on The Brandbean website.
Source: Identity Designed