After seven years of activity and four restaurants in operation, La Azotea has positioned itself as one of the pioneer restaurants in adding classic cuisine, excellent raw materials and creativity for all audiences.

The commission began refining the identity of one of the four restaurants. This one had its own character since it was a kind of abacería, with a different letter to a large extent from the rest.

La Azotea wanted to preserve the existing identity, because it had a high degree of recognition from the public but was aware that it should modernize it and strengthen its positioning.

The solution was to complement your identity with a system, to make it more diverse and contemporary.

The menus as the axis of branding

The next step in our work was to transfer that system to a fundamental piece within the branding of La Azotea: his menus. With this intention, we design a visual system based on textual fragments constructed as stamps.

With the time and the extension of our intervention to all the letters of the group La Azotea, we were developing a wide set of these stamps.

With this visual system we wanted to combine the traditional air radiating this type of elements with a contemporary treatment of space and typography, in order to find the voice that La Azotea should have.

The text of the menus for us represented a missed opportunity. You could not write in a neutral way and without personality but should express in the right tone the way to do things on the roof. So we inquire into the origin of the raw materials, their producers, the ingredients and the methods of elaboration helping us to complement the descriptions of their gastronomic proposals.

The dessert menu and the tapas of the week were printed every week on colored papers.