Opening an Argentinian inspired concept in Abu Dhabi seems like a crazy ask, but the team at Backbone Branding out of Armenia tackled it with an excellent response. The brand identity for this quick service Argentine cafe pulls in the spirit of the country with an intersection of patterns that take cues from the country’s colors. The patterns and colors act as a foundation for the caricature of Diego Armando Maradona one of Argentina’s best futbol players. Strong black and white typography helps tie the brand together with a unique, memorable look. What’s quite interesting is how the feeling of the design stand strong even when color isn’t an option as seen in the food/takeout packaging.

Agency/Studio: Backbone Branding
Brand Strategy: Matt Bartelsian
Art Direction/Design: Stepan Azaryan
Illustration: Armenak Grigoryan
Design: Narek Matevosyan
Photography: Backbone Branding

cafe_diego_beer_bottle_1

cafe_diego_beer_bottle_2

cafe_diego_beer_bottle_3

cafe_diego_beer_bottle_4

cafe_diego_beer_bottle_6

cafe_diego_black_1

cafe_diego_black_2

 

cafe_diego_black_3

cafe_diego_cup_coaster

cafe_diego_football_player_1

cafe_diego_football_player_2

cafe_diego_football_player_3

cafe_diego_juice

cafe_diego_main

cafe_diego_menu

cafe_diego_parking_number

cafe_diego_portrait

cafe_diego_process_3

cafe_diego_process_6

cafe_diego_process_8

cafe_diego_stationery_1

cafe_diego_stationery_2

cafe_diego_take_away_cup

cafe_diego_take_away_pocket

cafe_diego_waiter