Jacaré
/ Context
Gastronomically speaking, the alligator (jacaré) is an evolved animal. Because it doesn´t just eat meat. It eats fruits and plants. It eats whenever it feels like it. And it eats well.
And what does that alligator have to do with this Alligator (Jacaré)? Actually, practically everything. Here, we serve the highest quality meats. Cooked on the grill, succulent and delicious. We serve vegetarian dishes, for those who prefer something different. And we serve all of this any time, in a place just right for a true alligator. Green and full of temptations.
/ Challenge
Create a modern and fun brand that represents the level of cuisine of one of the world's greatest chefs. Because this is the DNA of Jacaré, the new Carnivore and Vegetarian restaurant by José Avillez.
/ Idea
Jacaré is Portuguese for alligator. We chose the animal's distinctive elements (skin and texture) and integrated them into an all-type logo, to reinforce its unique character, both in it’s the natural habitat, and in the crowded world of Chef Avillez's brands.
/ Outcome
A logo purposely stripped of symbols to reinforce the character of the alligator - strong, resistant and original. That resulted in a plate full of praise from those who saw it. In fact: between the brand and the food, we already saw many crocodile tears in the restaurant.