The Casgua restaurant is a new company looking to present itself as an alternative to the public for meals and events.
A part of that beginning includes their brand identity, set to show their clients their compromise of a good servicem delicious meals and cultural Muisca tradition.
Referente
The Muiscas materialize a magical purpose and communication with supernatural forces; using capacity for wonder and human ingenuity by showing in stone that, no doubt about it, for them was important to show, preserve and communicate.
Nevertheless, this has been a work some engineers achieved throught history: contribute to the human knowledge with inventiveness, creativity and above all, a deep and strict arts training, culture and literature, among other fields of humanistic knowledge.
Source: Arte rupestre muisca, cultura e ingenio humano. Vol. 12 Num. 1 (2013)
Research goals
- Study and udnerstand the Muisca culture and their artistic expression.
- Understand their brand identity guidelines the client is looking for their business.
- Analyze the restaurants market focused on cultural themes and their clients.
- Generate conscience about Muisca culture through a proper and respectfull proyection of itself.
Research sources
- Interviews done to the restaurant owners.
- Researchs done about Muisca culture in general posted on the internet.
- Researchs about the artistic style of the Muisca done by historians and authors whose publications are posted on Google.
- Studies about similar brands related to restaurants of typical Colombian food.
Key findings
- Most clients are interested in the idea of trying traditional meals of cultural Colombian natives.
- All clients are worried about the proper use of the cultural identity and they want it to be respected.
- Half of the clients are interested in the location of the restaurant, they want to know if it will be located in a mall square or a closed building.
- Some clients are asking if there will be some benefits for the Muisca culture for the handle of their culture in the restaurant.
SKETCHES
FINAL DESIGN
Reasons behind the selection
After a proper study and understanding of the handle of symbolic elements of the Muisca culture it was decided
to make use of their art made on caves and rocks, which is present in their textiles, as the container
for the name of the restaurant. The same design use the line and repeating patterns characteristic
of the Muisca expressive culture transalted in characters of the classic alphabet.
It is not sought to deform the Muisca artistic expression, it is desired to
show proper elements in known forms by most clients.
APPLICATIONS
