Responses by Pràctica
Background: Jatachi, an Asian street food restaurant in Barcelona, asked us to develop its brand identity. The core value remains in the concept of “Asian Street Food,” so we built the identity with the intent of bringing the street inside the restaurant.
Reasoning: In order to get the idea of “street” across, we used all the media and collaterals necessary to do so. Inspired by the sticker art culture, the logo works as a tag by marking all the restaurant media and collaterals massively and indiscriminately.
Challenges: Using the logo as a tag. Every single application of the brand is solved with the logotype—from the restaurant facade and interior walls to the menus and all the brand communication.
Favorite details: We have generated a flexible identity by the use of a static element, the logotype. Any object or support tagged by Jatachi automatically becomes part of the brand.
Visual influences: We were inspired by the street art culture and booming sticker art. And we were also inspired by the work of artists such as Barbara Kruger, Shepard Fairey—founder of OBEY Clothing—and graffiti artists Faust and Kidult.
Specific demands: The most significant requirement was imposed by the core idea of tagging. We stuck, by hand, all the logotypes across the restaurant media and collaterals. It would have been easier and quicker to print and simulate the sticker effect, but we would have lost the essence of the concept.