Dimas has been a friend of mine for awhile. He was working together with my employee to set up his own kitchen in Bar Basquiat. After that turned out a huge succes, I was allowed to design his marketing material for the 1 year anniversary.
This style however was a little bit different than his menu style. My argument was that we’ve been pushing really hard with the current style, so I felt like people were unconciously ignoring it because as soon as the colors of the brand would show up it would trigger as “commercial/marketing”.
So I argued that we needed to do a whole different ‘fresh’ style so that people would notice again.