ALMAMATER - A new signature cuisine where traditional food culture and the avant-garde coexist.
AlmaMater is the chef Juan Guillamón personal project. Market cuisine rooted in traditional gastronomic culture and the chef's own vision.
As a solution we created a visual identity for the new cuisine based in Murcia. Just two words conform the name -almamater- in one, but should be distinguished in their reading. That’s why we use the bold version of the same font was used for “alma” contrasting with the finesse of “mater”. So, this execution represents the idea of contrasts in his dishes. Subsequently, the symbol that was as elegant as possible was created to give the brand a minimalism but select character. Interlocking name initials forming a simple monogram to use on letterhead, business cards, napkins, and anywhere with little space. The idea of giving to the brand a premium character actually emerges in its own culinary service and the dishes created, and not in its interior design or graphic identity. But everything together offers what we were looking for.