La Latina is a Latin American restaurant in Lausanne that brings together food, music and atmosphere in a contemporary, social concept.

The project called for a visual identity that conveys the brand’s Latin character in a current, recognisable and authentic way, steering clear of the clichéd or traditional codes often associated with Latin restaurants.

The new image had to work consistently across every touchpoint of the restaurant, from the menu and printed materials to communication, staff uniforms and the brand elements throughout the space..

The challenge

Build a brand identity with its own personality, connecting food, culture, music and experience.

The goal was to create a visual universe that captures La Latina’s energy and character without losing sophistication: a system recognisable enough to build a brand, yet flexible enough to adapt to the restaurant’s different formats and needs.

One of the main challenges was balancing an expressive, colourful aesthetic with clean, contemporary communication, so the identity would not rely on overly obvious or stereotyped visual devices.

Approach

The project was approached from an overall branding and art direction perspective, building a consistent visual language around La Latina’s personality.

The graphic identity, colour palette, compositions, typography and the treatment of each format were developed to create an image with character, recognisable on a menu, a piece of communication or the physical elements of the restaurant.

The identity was then rolled out across brand applications such as menus, signage, uniforms and communication materials, so that every element belongs to the same visual universe.

The result is a contemporary, dynamic identity with personality, designed to convey the La Latina experience beyond the food and position the restaurant as a place where food, music and Latin culture come together.