Naming and branding for the Culinary Institute of Barcelona, the international cooking school that prepares people to lead change and have a positive impact in the dining and gastronomy sector.
The challenge was to transmit the value of the institution's high academic standards, typical of an exclusive school, with its international, transformative and forward-looking vision. In this undertaking an essential role was played by the use of typefaces that, although might at first seem to belong opposite worlds, in this case captured its essence and made it unique.
The Culinary Institute of Barcelona aspires to connect with young people, for them to understand that they are appreciated just the way they are, and what the Institute wants is to enhance their creativity and enable them to face future challenges. And there was no better way to do this than by creating a brand that speaks young people's language: that of hashtags. That is why we converted the brand concept into a hashtag that would be part of the school's identity. The result was a design that instantly resonates with the Institute's target and that, like it, looks to the future.
#Cookingtomorrow - turning a brand concept into a powerful hashtag
The complexity of the task was resided in the fact that the school's methodological approach fuses the history of cooking and an in-depth knowledge of it with training methods out of Harvard and Silicon Valley. The analysis of international competition, a thorough review of trends in training and in the culinary sector, together with an analysis of the different insights by the students, spurred us to create a brand that was not only unique, but superior to the competition.