Identity for Madame Butteffly Sushi Bar. 2008.
Creative Director: Lisandro Notario
Art Director: Santiago Notario
Graphic Designers: Emiliano Caisso, Emmanuel Rovere, Ariel Chiesa, Germán Bertino.
Art Director: Santiago Notario
Graphic Designers: Emiliano Caisso, Emmanuel Rovere, Ariel Chiesa, Germán Bertino.
Madame Butterfly is a sushi bar located in the downtown area of Rosario, Argentina. The firm has a gourmet profile, their restaurant has only eight tables and the sublime quality of their food service is what distinguishes them from others. The name, inspired by the story and posterior opera, together with its Japanese origin, the food and the atmosphere. When we were hired for the initial development of their brand, we started from these three promises that we come to explain.
The essence of the brand.
The first one was about an undeniable and inescapable matter, which is no more than the reference to the origin of food, the atmosphere, the name, the background music and it all had to do with the future restaurant: the Japanese essence.
In second place, the word “butterfly” –Mariposa in Spanish- is a word that in our population, especially in the target audience for this type of cuisine, is well known for its Anglo-Saxon meaning. We could refer to the butterflies safely without running the risk of confusing.
Finally, the artisanal spirit of service of the company was an important feature to emphasize; the large majority of the competition had an offer much less strong in this area, Madame Butterfly’s sushi would be elaborated in front of the customer's eyes with excellent care and extremely personalized; and, above all, it’s the tastiest and best quality in the market.
Joining the three concepts we get to the butterfly which serves as the Isotype. The fact that it is made with the origami technique emphasises both, the Japanese character and the artisanal atmosphere.
The typography used accompanies the warm, minimalist and refined atmosphere of the local with a soft lighting and oriental music.
In second place, the word “butterfly” –Mariposa in Spanish- is a word that in our population, especially in the target audience for this type of cuisine, is well known for its Anglo-Saxon meaning. We could refer to the butterflies safely without running the risk of confusing.
Finally, the artisanal spirit of service of the company was an important feature to emphasize; the large majority of the competition had an offer much less strong in this area, Madame Butterfly’s sushi would be elaborated in front of the customer's eyes with excellent care and extremely personalized; and, above all, it’s the tastiest and best quality in the market.
Joining the three concepts we get to the butterfly which serves as the Isotype. The fact that it is made with the origami technique emphasises both, the Japanese character and the artisanal atmosphere.
The typography used accompanies the warm, minimalist and refined atmosphere of the local with a soft lighting and oriental music.
The brand development in business.
The development of a brand is not just the design of the logo, but a direct influence on the day to day of the company and the profile of the entire firm. This is evident in some clear examples. On one hand, the menu is an origami butterfly which when unfolded allows us to read the information. On the other hand, the menu specifically for home delivery, although more economical to print, has signs and markings for when is folded it becomes an origami butterfly. Both origami butterflies, one more exquisite and handmade, the other simpler for customer interaction and brand pregnance.
At the same time, in the decoration you can enjoy origami pieces. All brand life: logo, setting, service and quality are part of the same development and everything contributes for the overall growth of the company.
