Individual project · Identidad de marca

Portela
International Cuisine

ClientPortela

Year2021

CountryGuatemala

ScopeNaming, Concept & Branding

Logotype construction

Portela family coat of arms: blue and white stripes with a helm

From the crest
to the fleur-de-lis

The logotype is a typographic construction built from elements drawn out of the “Portela” family crest. A contemporary typeface was chosen and given fleur-de-lis details in its terminals. The four bars of the crest became the signature, and the blue stripes complete the graphic language.

Logotype versions

Primary

Portela logotype with the “by Willy González” signature — With the chef’s signature

Full Portela lockup with International Cuisine, Est. 2021 and the four bars — Full lockup — Est. 2021

Pantone 072 C#000F9F

Pantone Cool Grey 1 C#D9D8D6

Pantone 762 C#BD9A5F

Use over brand colors

The stripe, as textile

Typography

Coco Sharp — logotype, headlines and text

Cocina con historia

P22 Allyson — signature and notes

The stripe, applied over photography

Aplicaciones

The stripe travels: from the sign to the tablecloth, from the glass to the apron, from the coaster to the bottle. The system is recognized before it is read.

Business cards in blue and white stripes — Stationery

Striped kitchen apron with the logotype — Uniforme de cocina

Porcelain plate with the logotype and a gold rim — Vajilla

Round coasters with the diagonal band — Posavasos

Wine bottle with the striped house label — Vino de la casa

A surname, a crest and a stripe: a complete identity for Portela

Credits

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

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From the crestto the fleur-de-lis

Credits

From the crest
to the fleur-de-lis