GLOBAL BRANDING PROGRAMME FOR LUIGI RESTAURANT (MURCIA)
MAKEOVER OF LUIGI RESTAURANT, WHICH IS PART OF LA MANGA CLUB LUXURY RESORT.
CREATION OF A COMPREHENSIVE BRANDING PROGRAMME: BRANDING, CORPORATE IDENTITY, VISUAL SYSTEM, SIGNAGE, INTERIOR DESIGN, OFFLINE AND ONLINE COMMUNICATION, WEBSITE, ETC.
CHALLENGE: To update the flagship restaurant of Murcia, Luigi, and to create a complete brand universe that can be integrated into the refurbishment of the premises.
– Design and communication (offline and online)
– Coordination with interior design (signage and unique elements)
– Restaurant materials (kitchenware, menus, standardisation, etc.)
SOLUTION: Provide the brand with a sense of origin, history and tradition. Create a character that can enhance and emphasise the values that make this restaurant so different (sport & leisure). Create all accompanying visuals related to quality and exclusivity.
RESULTS: Full waiting list each week. New sensory, culinary experience.
BRAND AND VISUAL SYSTEM CONSTRUCTION: The resulting logo is the restaurant’s name that includes a moustache flourish of the Luigi character. The visual system is based on integrating the Luigi character into the practice of sport (La Manga Club is a luxury resort to practice elite sport), enhancing the moustache symbol (highlighting the large neon light that represents it) and incorporating the textures of the black and grey Vichy paintings as a connecting link of the visual system.