When the renowned Argentine chef Ariel Rodriguez Palacios and his family came to us to develop the brand for their first restaurant, they challenged us to communicate much more than a sandwich. When we read the word “colmo” (the final straw) in the middle of our initial research, the first thing we asked ourselves was, “What is the final straw for a chef?” and the answer was crystal clear: “to open a sandwich shop.” That’s how this slightly awkward yet powerful name was born. For the creation of the identity, our guiding concept was “haute cuisine in a sandwich.” In those four words lies the contradiction that marked our path: the sandwich, that simple, everyday, and popular product, came to be incorporated into “haute cuisine,” a technological, elaborate, and professional cuisine, prepared by specialized chefs. Once we defined the name and key elements of the identity, we outlined the premises for the restaurant’s interiors and embarked on the design and production of all the pieces.
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