EL XIRINGUITO

A restaurant identity needs to communicate atmosphere as well as useful information. A menu requires a clear reading order; signage needs recognition; a digital piece has to retain personality in a different format. The challenge was to bring these situations together without making every application identical. The Mediterranean character needed to be present in the design decisions and remain recognisable as the medium and content changed from one piece to another.

The graphic concept draws on the feeling of summer: salt, sand, shade and rhythm. Layered composition, typography and colour give that direction a visual form. The system balances expressive layouts with clear reading areas, allowing the identity to support both an image-led piece and an information-rich menu. The brand takes shape through the relationship between these resources and how they adapt to each application within the broader visual language.

The documented pieces include menus, cards, coasters, signage and assets for digital communication. Each format calls for a different scale and hierarchy. Composition brings dishes, prices or messages into a recognisable visual language. The gallery shows that extension of the brand: elements designed to sit within the restaurant’s physical experience and communication pieces that carry the same character into other channels. The shared system keeps those uses connected while making room for their particular requirements.

The outcome is an applied identity bringing print materials, signage and digital pieces into the same Mediterranean visual world. The case connects brand design with use: how a visual direction can express a restaurant’s character and organise its information. The documented applications show the scope of the branding and graphic design work and the continuity between different encounters with the brand, from a menu to a communication asset.

• Visual identity
• Menu system
• Coasters and signage
• Digital communication assets