Individual project · Pitch 2025

Fuego de Gracia
Signature Grill

ClientGracia

Year2025

CountryGuatemala

Pitch, 2025. This project never caught fire: it stalled in negotiations with the management. We are publishing it because concepts this well loved do not get archived — they get shown. This is what we proposed.

The starting point

From chef-driven kitchento chef-driven grill

Gracia was a chef-driven restaurant. The brief: turn it into a signature grill — bring charcoal, smoke and embers into a house that already knew about finesse. The challenge was not changing the name: it was changing the element without losing the soul.

La Gracia sigue, pero ahora con la fuerza del fuego.

The brand does not erase its history: it sets it alight. That is why the intentions were physical, not digital — we burned real paper. Real charred edges, real ash. Those textures became the graphic system. Nothing simulated: the fire was invited into the studio.

Sello seco del isotipo Fuego de Gracia grabado en papel

Blind emboss on paper — no ink

Cajas para llevar con el logotipo Fuego de Gracia y tarjeta roja

Logotype construction

The logotype foregrounds the initials F and G, drawn with terminals that echo the movement of fire. The letters can stand alone as symbols, reinforcing versatility and recall. The brand draws on primitive fire, understood as the creative spark and the element that transforms.

Visual language

The icon — fire, wood and charcoal — reinforces the rustic, handmade nature of the grill. The palette combines red, brown, beige and black to balance energy, earthiness and elegance. Fire does not only consume: it purifies and gathers. It is the center of the visual language.

Fire · wood · charcoal

Beige#EFEADF

Black#1E1E1E

Red#FF3213

Brown#8A592D

Typography — CS Daine Mono Drawn

Typography

The secondary monospaced typeface carries simplicity and rusticity, evoking the handmade and the authentic. Its ordered structure adds modernity: a balance between tradition and the contemporary, right for a “Signature Grill”.

Composition & balance

The graphic system balances the rustic and the modern. The logotype is stable and legible at any size; the icon adds expression. The palette sets the hierarchy: red as energy, brown as warm base, beige as neutrality and black as elegant support. It all converges into a brand that is solid, authentic and refined.

Plato blanco con el logotipo Fuego de Gracia sobre mantel rojo

A laid table with a red cloth and the printed menu — The table

Branded matchboxes on the bar — The matches

Wine bottle with the house label — The house wine

Marca Fuego de Gracia grabada a fuego sobre cuero

Branded with fire, like cattle

El fuego no consume, refina.Y en el dolor, la gracia transforma.

Fachada nocturna del restaurante con el letrero Fuego de Gracia iluminado

La casa, de noche — mockup

Logbook — straight from the phone, no retouching

The print tests and the first burn, documented on a phone right there on the worktable. The edge of every piece was burned by hand, one by one: no texture here is digital.

Print tests of red and white bands on the studio worktable — Print tests — inks and bands

The burn, live — 19 seconds

The manifesto with burned edges, framed and held in hand — The first burn, framed

Screen-printed manifesto on board with charred edges — Screen print on charred board

The pitch that never caught fire, with its system fully intact

Credits

Agency: Wonder Studio
Creative direction: Che Alvizuris · Guayo Bobadilla
Design & art direction: Guayo Bobadilla
Executive direction: Raquel Alvizuris

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