While at Duzi, I was project lead on the brand identity for Legado, a new Spanish restaurant in Shoreditch by Michelin-starred chef Nieves Barragán Mohacho.
The strategy, led by Jools Lethem, centred on sense of place. It meant channelling everything we knew of Nieves as a person, her warmth, her precision, her connection to the Basque region she calls home, into a brand that could only belong to her, not a generic idea of “Spanish restaurant.”
I led concept development and visual direction from early research through to delivery: designing the core logotype and illustrative suite, and building a flexible system for menus and brand collateral that translated that sense of place into typography with real warmth and character. The result is a considered balance of craft with the contemporary, unmistakably rooted in regional heritage.
[Strategy and storytelling by Jools Lethem, Web Design by Jungie]