A Taste of Legacy: Roasting a new identity for Tacna's Iconic Eatery

Tradición — was born in 1999, after the empirical knowledge of its founders and their need to leave a legacy for their children and the community. The passing of the years, added to the commitment and perseverance of the family, has made Tradition position itself as one of the leading chicken shops in the city of Tacna, Peru; which has invited them to completely renew their image to meet the expectations of their customers and highlight their main asset, intact over time, the flavor of their grilled chicken.

Where it all begins

Imagine a place where the rich aroma of grilled chicken dances with the warmth of family and tradition, all on a platter that's as mouthwatering as it is heartwarming. In the heart of Tacna, Peru, there is a culinary haven known as Tradición that has long stood as an emblem of authenticity and tradition. Founded in 1999 by the visionary duo of Elida and Romulo, Tradición has been grilling its way into the hearts of its patrons, earning its reputation as the go-to spot for anyone craving that unmistakable Peruvian taste. With a deep-rooted commitment to serving up the best of its heritage, Tradición was ready to shake things up in the digital sphere, looking to enhance its online presence and elevate its brand game.

The missing ingredient

When Tradición reached out to me, they were brimming with ambition and an appetite for change. Seeking to infuse their age-old legacy with a contemporary zest, they were ready to embark on a digital transformation that would propel their brand into the spotlight of the social media universe. Eager to communicate their time-honored flavors to a broader audience, they knew they needed a vibrant visual identity that could speak volumes about their rich history and unwavering commitment to culinary excellence. They were looking to breathe new life into their brand, capturing the essence of family, tradition, and, of course, that lip-smacking chicken.

Mixing all up

A crucial aspect of my work involves bringing clarity to my clients' minds regarding their desires and the message they wish to convey. That's why the first step in every branding project is to conduct a brand workshop. Through this workshop, we delve deep into the essence of the brand's personality and what sets it apart. By uncovering their core values and personality traits, we chart a course that combines their cherished heritage with a fresh, contemporary twist.

Armed with this invaluable insight, we thoroughly analyze competitors and develop a design strategy to make Tradición stand out in the digital realm by presenting three options of stylescapes to determine the brand's visual direction. Once the path was clear, we embarked on the design process.

Serving it up!

The result? A retro-inspired logo, adorned with the timeless tale of "Since 1999," serves as a captivating reminder of Tradición's enduring legacy. Accompanying this is an inviting visual identity that entices even the most discerning foodie to the table, teasing them with the promise of an unforgettable gastronomic journey. Personalized stamps for each culinary creation transform every dish into a masterpiece, while an innovative packaging design adds a touch of whimsy to the traditional restaurant experience. And let's not forget the pièce de résistance – a menu as delightful to peruse as the dishes it describes, complemented by a photography series that captures the essence of Tradición's culinary magic.

Buen provecho

Our collaboration yielded results even more delightful than the tastiest grilled chicken. Tradición, equipped with its fresh brand identity, now revels in the comforting embrace of customer trust and engagement. With a unique visual presence and a revitalized sense of assurance, they not only fostered stronger connections with their loyal customers but also positioned themselves as pioneers in the digital culinary movement. By harnessing the potential of social media, they transformed ordinary followers into devoted patrons, crafting a digital story that is as flavorful and captivating as their renowned grilled delicacies.

‍