Brasa Peruvian Kitchen is a Canadian quick-service restaurant in the early stages of development that was in need for brand identity and design language that would help build the foundations of this new and growing company.
The wordmark for Brasa Peruvian Kitchen is inspired by lettering styles found in “chicha,” a Limeño street-based aesthetic with a rich cultural history that was born from the Huayno-influenced musical expression, life styles, and color palettes of indigenous communities in the Andes.
The entire identity system was created in collaboration with my talented wife, Zara Vasquez-Evens.
Cultural references and inspiration
Aesthetics of Peruvian culture that is at the heart of our Brasa Peruvian Kitchen’s visual language.
Chicha Street Art:
Textiles & symbols:
The above chosen concept board was selected by our client to drive the direction moving forward. Additional concept board choices shown below were created to provide a range of options. The boards' motion studies and imagery for the exception of the Brasa bull typographic drawing, orange Brasa, and B sketches were not created by us, but rather used as a means to arrive to a visual approach.
