Describe project & goals: The project's goal was to rebrand the existing logo of Bolivian Llama Party, a restaurant located in New York City that takes innovative twists on traditional Bolivian cuisine. Bolivian Llama Party required a memorable identity to match its unique name to compete with the challenging New York restaurant environment.
Creative process & solution The brand has an existing reputation for being fun and experimental. The name of the restaurant itself invokes a playful narrative. The research focused on incorporating traditional Bolivian textiles, colors, symbols, and elements of partying such as dancing, costumes, and ultimately, confetti. Initially, the logo's colors were the traditional Bolivian colors of red, green, and yellow. After a recommendation to push the logo further, a more vivid palette was chosen. The rounded shapes serve the logo's role of playfulness, and the intense vibrancy of the near fluorescent colors pushes the logo into modernity. The confetti of the logo could be further broken down into a system of unique patterns that could be used for tableware, stationery, and merchandise.
Project success: A logo with an unusual silhouette with bold colors brings an edge to the competitive New York restaurant scene. The bright color palette invites the passersby to come inside and engage, and the tasty offerings can be understood through the design's playful visuals.