Naming, logo, visual identity and packaging – Camada
The challenge was create all the concept for a restaurant that in this core will serve a Portuguese dish called Francesinha.
Typically this kind of dish is associated to a traditional place with lack of innovation and color, so the goal was create a catchy name and a visual identity that carry all the tradition with a modern twist.
“Camada is a Portuguese word for Layers”
Inspired by the dish, a Portuguese sandwich covered by cheese with a special sauce full of flavour, the sandwich is made of layers, witch one representing an ingredient. In Portuguese the name “camada” also can be an expression for fullness, after a dinner.
The logo is based on the name, were we split the word in layers. We choose light color pallet to give a brand a light touch, after all, francesinha is often associated to a heavy food.
For a strong visual identity, we design other brand actives like the menus. Francesinha is not a easy dish to photograph, so we design every ingredient and display them in stacks or layers.
The best match for a francesinha is a good beer. The restaurant wants to have their own label so we design all the packaging.