Identity System
Bacoa is a farm-to-table restaurant in a rustic house surrounded by nature in the countryside of Juncos, Puerto Rico. A group of three chefs came together to bring back the primitive technique of cooking over wood fire and created this concept focused on a sustainable cuisine that honors the local harvest and Puerto Rico’s culinary heritage.
Solution
One of the main sources of inspiration for designing and creating their identity was the technique utilized to prepare their dishes. This reminded us of the 1950s woodcut era in Puerto Rico and led us to create the fire icon. Like woodcut pieces in the 50s this icon was carved in wood by a local artist and was later digitized and became their staple.
Besides creating the fire icon, the typography was very important and a key component in developing their identity. Inspired by woodcut and fire we created a typography that would convey the history and heritage that they wanted to bring back to life. We also used textures to give a rustic feel to the brand and imitate the ones that are present in their dishes.
Bacoa finally opened its doors in 2019 and since then it has become one of the top restaurants in Puerto Rico and America. In 2022 they were named one of the “top 50 places in America we’re most excited about right now” by The New York Times. We are proud to have been part of this project since its early days and continue to collaborate with them to help them reach their goals.
Goals/Strategy
Our goal was to create an identity that was authentic, timeless and represented our roots as Puerto Ricans. Through the use of natural elements that are present in the location itself and their culinary techniques, we were able to create what is now a restaurant known to many on the island and abroad.
Humberto Torres, Alberto Cardona
Flight Crew (Creative Team):
Created:
2019