Capturing the infectious energy of Buenos Aires.
Brand strategy, visual & verbal identity, print design, website design & build.
We embraced the chaos of Buenos Aires to create and build a brand that captured the hearts of millennials.
Gaucho Restaurants asked us to help them create a new casual dining brand. They wanted to use their unrivalled expertise in Argentine food to create an accessible offer that could scale across the UK and beyond.
Working with a tight-knit group of stakeholders, we immersed ourselves in every element of the business. The goal was to stay true to Gaucho’s standards while establishing a clear point of difference that would resonate with millennials. Just as important was a thorough understanding of the category. That meant lots of eating.
We built the brand around the chaotic energy of Buenos Aires. The city’s melting pot of cuisines, ideas and cultures was the perfect fit for an audience who cared less about specific cuisines and more about a memorable experience. This anything goes attitude was captured in the brand idea, ‘Buenos Aires done our way’.
Visual & verbal identity
The identity embraces the chaos. We started with a simple, sophisticated logo set in black and white, then overlaid a vibrant, unruly graphic system that took its cues from La Boca houses. A bespoke typeface and an unpredictable, cheeky tone of voice can be used to engage all sorts of audiences on and offline.
Curating the chaos
We seized every opportunity to do things differently. From the dessert menus to the staff uniforms, everything was carefully crafted to raise a smile (we didn’t shy away from the odd pun). The photography aimed to capture both the mouthwatering food and the joyful experience of eating it.
A responsive website combined meticulously planned UX with an in-your-face design and an irrepressible energy.
CAU is an industry success story, with 22 restaurants (and counting) in locations as diverse as Blackheath and Glasgow.