O Elefante
Client: O Elefante (The Elephant) - Tapas & Cocktails.
Work: Corporative image design and applications, decorations of interior walls and, advertising campaign.
Year: 2011
O Elefante (The Elephant) is a new tapas bar specialized in Asian vegetarian cuisine and in the elaboration of sophisticated cocktails. It also enjoys a privileged location right in the historical centre of Santiago de Compostela. The name of the bar stands as a homage to this animal that is considered sacred in some Asian countries and also in India. The owners chose this name to refer to the type of cuisine they were going to specialize in: Asian and vegetarian, like the elephant. In this way, the name also gives us a clue of the type of business The Elephant is.
Our job was to create the graphic image of the place in its entirety (logo, symbol, corporative image, etc..) and its applications (letters, cards, signs, etc..). On the other hand, we also designed all the advertising campaign that made the bar known to the public.
Besides, we also undertook the previous task of designing and decorating some parts of the premises such as the bar and the area reserved for eating, as well as a volume painting which presides over one of the walls.
Logotype
The corporative image design is based on various elements. On the one hand, the design of the logo comprises the symbol ( the letter “F”) and the identifier within the words O Elefante. The letters were designed using a tipography of strokes with Asian reminiscences (to refer to the type of cuisine) and of subtle Gothik touches (to refer to some of the elements present in the historical city centre of Compostela), similar to those of the typical wrought-iron signs. The chromatic range used for the different applications and for the interior of the premises includes yellow, orange and red in order to give a warm and friendly atmosphere both to the bar and to his public image.
Symbol / Stickers
On the other hand, we designed a symbol of a pilgrim elephant, used for the pre-advertising campaign, for the applications of posters, flyers, stickers and the outward signs. With this simple aesthetics in the form of a silhouette, the public will get a quick and direct understanding.
Poster
For the advertising campaign, we thought of a pre-adevertising period divided into two phases in which we used diverse formats in order to get closer to the objective public. For the first phase, we created a viral video on the internet in which a faked news broadcast, in a comic tone, spread the alarming news that some pilgrims had found an elephant on their way to Santiago and that Compostela was expecting the imminent arrival of an elephant.
On the other hand, we reinforced this idea with a pre-advertising campaign on the
streets using posters, flyers and stickers with the symbol of the bar (the pilgrim elephant). The text on the flyers read: “An elephant is coming”. The sticks contained just the symbol and no text. We plastered Santiago with posters, flyers and stickers for several weeks while the video was broadcast on the social networks. In this way, there was expectation among the people of Compostela around this peculiar elephant.
The last week before the official opening of the bar, we developed the second phase of the campaign which also included several formats.
On the one hand, the social networks (facebook, twitter, tuenti, etc.) broadcast the news of the opening of the bar using the same image as the one of the posters on the streets inviting the people to come to the opening reception. The same was done on the streets, spreading the same message with posters and flyers.
Poster 2
Outward sign
Another element specifically created for the premises were the outward signs. The stands for the signs were designed like the logo of the bar, including some of the logo forms of the logo and also other elements with an aesthetics close to Gothic style. The signs were later wraught in iron thus respecting the aesthetics and the current legislation that applies to the historical area of Compostela.
Outward sign
