THE ROOSTER by DESIGN ABSOLUTO for COMPANHIA TRADICIONAL

THE ROOSTER

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Industry Restaurants, Pubs & Bars, Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency DESIGN ABSOLUTO
Creative Director Pedro Luis Carvalho
Art Director Adriana Bernardi
Designer Marcos Daltozo, Carol Ribeiro, Clistini Camargo
Released January 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: COMPANHIA TRADICIONAL DE COMÉRCIO
Product/Service: RESTAURANT
Agency: DESIGN ABSOLUTO
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: DESIGN ABSOLUTO, SAO PAULO, BRAZIL
Creative Director: Pedro Luis Carvalho (Design Absoluto)
Planning Director: Alessandra Baronni Garrido (Design Absoluto)
Art Director: Adriana Bernardi (Design Absoluto)
Designer: Clistini Camargo (Design Absoluto)
Designer: Marcos Daltozo (Design Absoluto)
Designer: Carol Ribeiro (Design Absoluto)
Media placement: All permanent - at the restaurant - 15/01/2010

Describe the challenges and key objectives
One of the main challenges of this briefing was to create something truly unique in a city like São Paulo that hosts more than 300 italian restaurants.

Describe the brief from the client
The briefing was to create a brand world for an informal Italian restaurant. They want to give a feeling of an easygoing enviroment where you could go just for a glass of Chianti or to enjoy an entire Italian meal. The client had made several trips to Italy to inspire new dishes and old ones with fresh look.

Describe how you arrived at the final design
They named the place after an italian family name: Bottagallo. Bottega Bottagallo. Although the name Bottagallo is quite sonorous, it is meaningless. So we did an exercise breaking it in two words: BOTTA which is the same as BOOT in portuguese and GALLO which is also the same word for ROOSTER in potuguese. Using this as a starting point we developed a joyful idea around this rooster that lives inside an old boot and every chance he has to jump out of it, he becomes a great cook, or an amazing somelier who drinks more than the customers and etc.

Give some indication of how successful the outcome was in the market
The idea of having a meaningful brand world that could live beyond a simple logo to be applied everywhere around the restaurant has helped the client to have packed lively nights day after day since its opening.