Fattoria e Mare is an Italian restaurant run by its chef-owner Pablo Estrada since 2014 in California. This experienced Mexico-born chef has widely developed from working with top restaurants and travelling to Europe and the Americas. In mid-summer, 2020, Fattoria e Mare was relocated to Half Moon Bay on the California coast - a popular destination of families and tourists. Chef Pablo took this chance to refresh the entire restaurant.
Fattoria e Mare is a labour of love for chef Pablo, and it is here that he has found the freedom to turn his art into a delicious dining experience for each customer. Chef Pablo and his team tend to use local agricultural products to be more environmental friendly and closely connect with the new location.
By exploring, researching the theme and values of the restaurant, we came up with the idea to create a sophisticated, leisurely dining experience for families and tourists by incorporating the local vibe into the visual identity system.
The sailboat is floating on the sea, and the wheat ears are swaying on the farm.
We never see but hear and feel a breeze by seeing things moving. The concept was generated from the restaurant name and the location with a calming and relaxing vibe. With this artistic, peaceful and poetic tone of the brand, we designed the new logotype in a freehand calligraphy style reflecting the quality of food and service and with details of dynamic features that imply the "breeze".
In terms of visual elements, we associated the process of plating with painting and created an oil painting-style artwork, which can be utilised in many restaurant applications. The hand-drawn illustrations in the same style help accomplish the theme of Farm and Sea.
