Avesso is in a nice cosy corner of Esposende, Portugal, working as a multifaceted establishment with a restaurant strongly focused on Portuguese and vegetarian food, a bar with a wide variety of foreign beer and wine, and a gallery — dynamic and full of surprises.
In Avesso (Portuguese for inside-out, opposite, different) everything is handmade with care, with a very intimate approach to the customer and yet keeping a classic/nostalgic tone to their image.
When I was invited to develop the communication, logo, and graphic identity for this new space, the invitation came with a clear and unique statement. Something like, “We want to make this business our home.”
From the beginning, the project briefing was set upon the combination of three essential elements. Three axes in which the logo and consequent graphic identity should rest.
The first was tradition, or the sense of cultural preservation, translated to the engraving (or engraved-looking illustrations) regarding old objects, animals, and some cultural references.
The second was personality, or an indie look showing the handmade, personal, and young character of this small local business, translated through the lettering.
And finally, the third was diversity, a gallery, a restaurant, and a bar combined into a multifaceted business. Therefore we have an ever-changing logo with more than 30 different illustrations.
Several other communication products were made to reinforce Avesso’s concept of everchanging space, always letting people know that this is a place to relax and enjoy, full of peculiar and unique things, with a personal touch in everything made there.
So each new identity product, from warning signs to event posters, became a manifestation of care and respect for the concept of the space. Every product carefully crafted and corrected until it felt right.
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