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
