When you were a child, do you still remember the boy at the table next to you. In order to prevent him from crossing the line, he would always use a piece of chalk to draw a long white edge between two people. If he accidentally crossed the line, it would be really bad. You have to face a joke-like fight and scolding! Or, as you love to be funny, your teacher used the magic technique of throwing chalk from the back of the head to keep you submissive since you were a child? I'm afraid that chalk is now a thing of the past. Will it only appear in classrooms or accident scenes?
Can you imagine that the so-called corporate identity design (CIS) can be completed with a piece of chalk? Le Blé, a restaurant in Buenos Aires, the capital of Argentina, hired a local company that specializes in design , illustration, font development, and digital creation studio Yani & Guille – Calligraphy, Lettering and Type Design helped give their store a complete makeover, not only from the store decoration, the drawing of the menu, and even the paper bags used to package the bread, The paper coffee cups and the various pictures interspersed in them are entirely the result of the designers creativity, and all items are painted personally.
This complex restaurant that sells bread, afternoon tea, light meals, and coffee drinks is most proud of its original origin - bread.The designers also thought from this point of view, and the two used their expertise respectively. Yani is good at graphic design and illustration, while Guille used his talents: font creation and brand design to make this seemingly simple company The eye-catching civilian restaurant chain instantly lights up the eyes of consumers because of its special font and illustration style. Even just looking at the packaging, they feel very happy and relaxed, as if they are walking on the streets of France and tasting freshly baked Baguette. !
Look at just a paper bag containing French baguettes. There are six fonts with no duplication at all! Not to mention the shop illustrations on the large paper bag and the special paper coffee cups, which are simple yet elegant. The freehand font allows consumers to hold in their hands not only warm food, but also a hand-created touch that transcends computer graphics.
In fact, the two designers have a long history in related font development, various illustrations, and graphic design. It can be seen that this is the first time to create a brand new brand identity project tailored for a physical store. Of course, the accumulated experience in the past The strength and award-winning experience are the strength of this studio, but I think that escaping from the computer and desk in the studio, truly standing in the store to observe, and personally immersing yourself in the impact of the five senses created by the restaurant, is what makes me happy. The designer was able to create a suitable and unique style for this restaurant!
The following are their works
The scene of holding a community training camp
Designer Yanina Arabena
Designer Guillermo Vizzari
