In this project I helped the client with the focus of the business idea, the naming and logotype. We are currently developing the merchandising and branding around it.

The idea is to bring a little part of Lima and typical peruvian culture and tradition in food, to Barcelona, using the colonial imaginary and getting away of the typical images from machu pichu. So we named the place like the streets of the historical city center of Lima, with the word "jirón" wich means "a piece of". That would have a meaning for the peruvians, while Lima is the capital of Peru, very known for its gastronomy culture.

The resultant concept is a daytime place for food, early drinks and a shop offering food products and traditional home objects.

The logotype represents the typical arcs from the colonial buildings in the center of Lima. We wanted to get far from the typical "machu pichu" images associated to Peru and show the colonial side of it.

We are currently developing the branding and merchandising around the logotype.

This is the invitation for the opening, with a b/w picture of the famous "Jiron de la Union" street in Lima center.

Below, the shopping bag with an image of the typical colonial balconies and an example of the coffee cup.

My job, besides developing the design, is to supervise the production of the pieces, making sure the final result is as good as what you see in the screen design.