The Challenge

Taste Hospitality Group, known for creating critically acclaimed restaurants, inspired by travel and personal experiences were ready to launch their latest Latin-inspired restaurant called “Picaro”. They wanted to do this in a way which broke the stereotypes and conventions of the classic Latin themed approach.

The Solution

Picaro means ‘Rogue’ in Spanish, so we decided to seize upon the idea of ‘Rogue’ in our overall approach. We developed a brand that incorporated independent (or “lone wolf”) animals representing the different food categories including sea, land and air.

We used this approach to influence design elements including interior design, web design, menu design and merchandise.

The Results

Bold, flavourful and dynamic, the result was a brand that welcomed both traditional lovers of Latin food and people interested in contemporary, flavourful food and social experiences that were anything but traditional or tame.