PAPA - Duplonetwork

PAPA

July, 2020

Food & Drinks

PAPA

“Our vision was to make PAPA the fanciest and most sophisticated restaurant in Coimbra, but always with an inclusive spirit, ready to receive everyone, from noon to midnight.”

David Cruz - Graphic Designer

The brief

PAPA is one of the most iconic restaurants in the city of Coimbra. A restaurant located in a central place, strategically positioned, and with a menu full of tasty specialties. Through a partnership of a few months, we outlined a revolutionary Branding strategy for the brand and space, enabling the restaurant to deliver a unique and relaxing gastronomic experience, creating emotional connections with its consumers.

Approach

This job gave us immense pleasure to do. We completely changed the restaurant's previous image and took advantage of its strategic location in the city, to create a welcoming, modern and pop brand. We created the brand identity, including the logo and typography, elements that became guidelines to design the space interior architecture.

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"The identity responds to a food concept with Mediterranean traits, with an industrial pop atmosphere."

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Portfolio view

Prepare your stomachs, PAPA has arrived

The restaurant's idea was to create a modern, sophisticated space that would make a difference, while simultaneously reaching a varied audience. A refined space for a business group meal, but also with relaxed and welcoming features for a dinner with friends on a Friday night.

In this Branding project, we started to work on changing the name of the restaurant. Due to its strategic location – the Pope’s roundabout, in Coimbra – and the Portuguese slang for the act of eating (“papar”), we had the idea of joining the two nomenclatures and abbreviating the name to Papa. Thus, the brand was associated with its location and simultaneously with the fact that it is a restaurant.

Then there was the need to design a new logo. This logo emanated all the sophistication and modernity of the space, associated with a unique identity, with style and attitude. We resort to total customization, with the design of the letters done completely manually. The apparent difference between the characters was intended to convey different types of personalities and attitudes. On the other hand, the characters belong to the same family, as they were all designed based on the same angles and construction lines. The logo is both strange, harmonic and magnetic at the same time.

Associated with the new logo, we defined typography to use that would meet these brand values, conveying modernity and sophistication, in an unpretentious and daring way.

Based on the logo and typography, we also created support graphics, using geometric shapes according to the chromatic universe used. This base also made it possible to create business cards, coasters, food and drink menus, bar menus and uniforms with personalized embroidery.

As for the architecture of the space, we worked actively with the architect to maintain a correlation with the brand identity. In this way, the restaurant's space began to use the contrast of white and dark colors, conveying an image of modernity, as well as the use of some variations of warm colors.

There was also the customization of a background wall through a set of pictorial illustrations that we created. These pictograms, in addition to being painted in golden color and with a rough texture, were also used in the employees' uniforms, creating a perfect harmony between the physical space and the workers.

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