Caricato Bistro

Branding, Identity, Print & Digital

Caricato is a Bistro in Santiago, Chile that specializes in contemporary cuisine that is prepared daily depending on seasonal produce. They make food that has an innovative character; combining Chilean, Brazilian and other influences.

The client, so to speak, was "starting this business from scratch." They did not have a name, brand or defined direction. To overcome this challenge my role started with:

  • naming;

  • develop the identity and brand;

  • combine two primary cultures visually: Brazil and Chile.

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CREATING A BRAND
After an investigation to understand their audience, I created a well defined direction. One key aspect to understand the clientele was based on the restaurant's prime location on a busy street in the heart of the city of Santiago, Chile. The main audience were government workers and high level executives. So, knowing that Chile and Brazil are highly involved with politics from their countries, I suggested bringing a political flair for the branding, but in a playful yet satirical way.


IDENTITY
With the idea of using a more political and satirical language, I suggested creating the language around the "newspaper political cartoons," the idea was approved. The name 'Caricato,' is the same in both languages, Portuguese and Spanish. In English, the word caricature, means "a picture, description, or imitation of a person or thing in which certain striking characteristics are exaggerated in order to create a satirical effect." Brazilian and Chilean political figures and actions were used to build the direction.

Honoré Daumier and other artists served as influences for the visual design.

Branding and logo concept.

Illustrations for the interior were created using vinyl and backlit LED panels. 

Illustrations for placemats and business cards were printed on lightly textured paper. 

Client: Caricato Bistrô
Location: Santiago, Chile
Department Director: Tyler Johnson, Nomad Ink Design Studio
Keywords: Logo ID, branding, naming, illustrations, environmental design, print, digital
Commission work, 2013