Rooms
Fashion
Brand Identity
Activation
Digital
The Challenge
We needed to create a winning and differential proposal. A concept that would be attractive and understandable within the context of the San Miguel Market, but at the same time would allow scaling a brand whose ambition is to go much further.
A br(r)utal brand.
The creative idea of Prrimital is based on the concept of "origin". A gastronomic proposal born from the obsession with the raw material. In this sense, we wanted to work from this premise, to also go back to the "origin" of man, the first societies, and the first eating habits.
In pursuit of instinct, naturalness and rawness, we designed an imperfect brand based on a rudimentary hand-worked typography. The double "R" isotype creates a powerful, memorable and ambiguous image: a skull? the hip of a cow? two men dancing? In primitive art, imagination and abstraction are the basis for creating such heavy expressiveness.
If you failed a test in elementary school because of spelling, it's time to get even! In Prrimital we like crooked lines, mirror letters, misspellings and crossings out.
The Corner: Defining Streetmeat
The sanctuary of the carnivores, a meeting point for all meat lovers. The bonfire at the center of the tribe. A space for exchange and celebration.
An ancestral garment
For the uniform, we developed a versatile garment, without gender or size, that would facilitate movement and withstand the wear and tear and constant exposure to fire involved in grill work.
In prehistoric times there was no plastic.
For the packaging of the product we have used organic materials that help us to position the product in a gastro territory, premium and with quality natural product.
Finger-licking (or screen-licking) content.
A product of this quality does not need photoshop or great artifices. That is why we have opted for a minimalist aesthetic, where the only protagonist is the dish, which we approach without fear of showing imperfections, textures or shine (it is not easy to defend such a shot). Meat in its pure state, an elemental crockery and a charcoal black background. Pure beauty.
In just a few months of filming, we have managed to capture the attention of the main media, influencers and specialized blogs, in addition to creating a community of meat fans.
