VA de Cuina
ART DIRECTION / CONCEPT
Jordi Vilà, the Michelin-starred Catalan chef, asked us to come up with a logo and visual concept for his new project: VA de Cuina. It is a cosy neighbourhood shop where famous dishes from his restaurants are cooked daily and prepared to take away and enjoy at home. They also prepare seasonal fresh food daily and have a deliciously curated selection of preserves and self-made stocks and sauces.
The logo is a playful connection between the brand's name Va ('Go' in English) and the rooftop of a house. Therefore, the logo reinforces the fact that this is food to be eaten at home and also the nature of Jordi's traditional and comforting food.
Project developed at Jazz (Barcelona)
Strategy: Ramón Ollé, Carla Ibañez, Marta Domènech
The logo came up by playing around with the letters of his existing restaurant Vivanda, where most of the dishes sold at Va de Cuina are from.
A visual extension of the brand was proposed but finally not used. It consisted of using the traditional Japanese printing technique called Gyotaku, where the soul of the animal is stamped on paper aiming to honour the animal by preserving its soul before it is eaten. Jordi's cuisine is all about respect and love for the product so it made sense to create gyotakus with all sort of different natural produce and apply it to the packaging.
