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Rooms
Fashion
Brand Identity
Activation
Digital
The Challenge
El Círculo brought its burgers to the capital through Glovo and wanted to launch in style. To do so, it needed to create a brand as suggestive as its chef and its dishes and that would adapt to all the necessary materials for the launch itself. Starting from the universe of Dante's Divine Comedy.
The double face.
Our idea begins based on the two sides of The Comedy: Hell and Paradise.
Paradise: purity, perfection.
We start from two perfectly geometric figures but at the same time opposite, such as a circle and a square. We superimpose them and play with their shape to build the typography of "El Círculo" (The Circle).
Hell: Sin, imperfection.
For the darker side of the brand we needed to completely break away from that perfection, and we did it through a handmade typography, custom made in collaboration with the artist @jazzy_dope.
No rules.
A typography without rules: hell is pure chaos. So is our typography: letters that change from time to time and are superimposed on the imperfection to reach what we call "beauty of the imperfect". Something that perfectly represents the gastronomic proposal of El Círculo, where the goal is to break with the established.
Color palette.
The ninth and last of the circles of Dante's Inferno and considered the center of the universe, instead of being burning in flames, has a huge frozen lake in which all sinners suffer freezing cold. That's why our main color is blue, and what about the rest? As opposed to how low they have the air conditioning in the 9th circle, we inspired the rest of our palette in heat, from the visual concept of thermography.
Renaissance art.
The Divine Comedy marks the passage from the Middle Ages to the Renaissance. That's why our visual universe is based on Renaissance art. And it does so by taking the works of art in their purest sense and intervening them in the most punkish way. Again making that simile with the dishes of "El Círculo".
Photostyle.
The dishes of "El Círculo" are works of art intervened by the chef. That is why the art direction of our photographs is also inspired by that Renaissance art in which we create compositions that seek to achieve beauty, following the humanistic principles of rationality and balance. In this way we create still lifes where the product is exalted to its maximum expression. And then we intervene them in the most punkish way.
From Madrid to hell.
To every pig comes his Saint Martin. It's time to go into the most traditional hell. We landed in Madrid with an event in style and we put the icing on the cake by generating all the necessary content: videos explaining the concept of each dish, publications in networks during the first week of life of the new brand and aftermovie of the event itself.
From hell to heaven.
From home we developed a brand that needed our support in its launch phase, with the aim of reaching a new audience in a new city through a proposal not only gastronomic but also creative and conceptual.
2,000 followers in less than 24h.
1,800,000 impacts during the launch week.
Many souls in hell for falling into temptation. Ask Glovo®.
