Fidalgo

During my time at the architecture firm MG2 I worked on a small team to create a brand study to showcase the emerging trends in the food and beverage industry. With two other designers and an interior architect we developed a brand for a “grocerant” concept for Seattle’s Madrona neighborhood. The grocerant focuses on tapas. The grocery part of the business sells a curated collection of ingredients to make tapas at home, as well as basic grocery items. The restaurant part of the business caters to Spanish tapas and drinks.

Full brand rollout included: naming, logo, branding system, packaging and printed collateral, and interior design.

Illustration Library

Brand guidelines were set up for a four color system. Visual language was set to have solid color fields and loose watercolors. A library of watercolors was created to focus on the ingredients that are used in Spanish cuisine as well as the color blocks to mimic Spanish tiles.

Guidelines were set up for the watercolor illustrations to be used individually or as a pattern on branded collateral.

Brand Rollout