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When the renowned Argentine chef Ariel Rodriguez Palacios and his family contacted Estudio Nuar to develop the brand for their first restaurant, they challenged them to communicate much more than a sandwich.

When conceiving brands, the studio is always interested in unexpected intersections; they let chance enter the creative process. When they came across the word “colmo” (the final straw) the first thing they asked themselves was “what is the final straw for a chef?” and the answer was crystal clear: “to open a sandwich shop.” Thats how this slightly awkward yet powerful name was born. For the creation of the identity, the guiding concept was “haute cuisine in a sandwich.” In those five words lies the contradiction that marked their path: the sandwich, that simple, everyday, and popular product, came to be incorporated into “haute cuisine,” a technological, elaborate, and professional cuisine, prepared by specialized chefs. These two worlds, seemingly so far apart, aren’t so much if we get back to the beginnings of the sandwich history in the 18th century, when the fourth Lord of Sandwich asked for his meat to be served between two slices of bread so as not to get his hands dirty and be able to continue playing cards. And it’s no coincidence that it was a poker card that the Rodriguez Palacios family found the first time they entered the actual restaurant. The element of play is a constant in this project and is directly reflected in the visual and verbal identity, formed by diamonds, hearts, squares, vibrant colors and riddles.

Once the name and key elements of the identity were defined, Estudio Nuar outlined the premises for the restaurant’s interiors and embarked on the design and production of packaging, uniforms, signage and menus. They also projected the initial social media strategy and photography guidelines in order to bring everything they had envisioned to life.