A journey of flavors - Renato Cuéllar

A branding strategy made from the field to your mouth, promoting new flavors to the French public.

Identity development plan and brand strategy for a Belgian fry shop with Latin American flavors.

WHAT I DID

Branding

Market Research

User Research

Project Management

The company

Two worlds in France

At PAPAS FRITAS, we combine the best of two worlds: the Belgian tradition of friterias and the vibrant flavors of Latin American cuisine. Located in the heart of Lille, our restaurant is a tribute to the rich cultural and culinary heritage of these regions, offering our customers a unique and memorable dining experience.

At PAPAS FRITAS, we pride ourselves on using fresh, high quality ingredients and providing exceptional service that makes every visit special. Our mission is to delight our customers with ancestral flavors presented in a contemporary way, bridging cultures and experiences through food.

The challenge

To be coherent

The main challenge in creating the PAPAS FRITAS brand was to effectively and coherently combine the tradition of Belgian friterias with the vibrant and diverse flavors of Latin American cuisine. This challenge involved not only developing an appealing menu that respected both culinary traditions, but also creating a brand identity that reflected this fusion of cultures in an authentic and recognizable way for customers.

A solution

To solve the challenge of fusing the traditions of Belgian friterias with the vibrant flavors of Latin American cuisine at PAPAS FRITAS, we conducted extensive research to develop an authentic and appealing menu, created a distinctive visual identity using earthy colors and classic typography with pre-Columbian touches, and designed a welcoming environment with cultural iconography. In addition, we implemented a marketing strategy that emphasizes our uniqueness and trained staff to communicate our vision, achieving a cohesive and memorable brand that celebrates cultural diversity and offers a unique dining experience.

Buyer persona

The buyer persona of PAPAS FRITAS is a young adult between 20 and 35 years old, a lover of gastronomy and unique cultural experiences, living or working in Lille. This customer values authenticity and quality in food, looks for innovative culinary options and is open to trying new fusions of flavors. They frequent social networks and are influenced by online recommendations and reviews. In addition, this profile includes locals as well as expats and international students who want to explore and enjoy a dining experience that combines the best of Belgian tradition with the vibrant flavors of Latin America.

Brand Archetype

The brand archetype we created for PAPAS FRITAS is that of the Explorer. This brand is aimed at those who seek new experiences and want to venture beyond the ordinary, exploring diverse flavors and cultures. PAPAS FRITAS embodies the spirit of curiosity and authenticity, inviting customers on a culinary journey where the Belgian tradition of friterias meets the vibrant and rich flavors of Latin America. With a visual identity that combines modern and pre-Columbian elements, and a welcoming ambiance that celebrates cultural diversity, the brand is positioned as a destination for foodies and adventure lovers.

Market

User & Market Research

The first thing to do was to understand the potential market in the city of Lille, the most important city in northern France.

Of inhabitants in the metropolitan area of Liller

Millions €, is the market for fast food restaurants in France France by 2021

%

These are friterias, which is equivalent to €3.5K million by 2021

Psychographics:

Explorers: this age group is always looking for new experiences and flavors.
Open-minded: This age group is open to trying new cuisines and cultures.
Adventurous: This age group isn’t too afraid to take risks and trying new things.
Passionate: This age group is passionate about food and drinks.
Enthusiasts: This age group is enthusiastic about Latin American food.

Demographics:

Age: 18-55 years. This age group is more likely to be open to trying new foods and dining experiences.
Gender: Both sexes.
Income: middle and upper-middle. This age group has good purchasing power and is more likely to spend money on dining out.
Education: University/higher education or training. This age group Is more likely to be interested in food and culture.
Occupation: Professionals, students and tourists.

Interests:

Food: This age group is interested in trying new foods and dining experiences.
Culture: This age group is interested in learning about different cultures.
Travel: This age group has traveled or is interested in traveling to other countries.
Lifestyle: This age group leads an active and social lifestyle.

Behavior:

They eat out frequently: this age group eats out frequently and is willing to try new restaurants.
They use social media: This age group is active on social media and is likely to follow restaurants and food brands online.
They are health conscious: This age group is interested in eating foods that are not ultra-processed, but have good quality.

Our target market

Calculation:

Based on these estimates, we can calculate the potential size of the market as follows:
Market size = Population of Lille x Percentage of the Percentage of people who eat out x Percentage of people who eat in fried food restaurants.

Market size = 1,100,000 people x 57% x 10%

Market size = 1,100,000 people x 57% x 10% Market size = 62,700 people

Benchmarking

Strengths:

Unique Value Proposition: The fusion of Belgian traditions and Latin American flavors offers a unique and distinctive culinary experience.
Cultural Authenticity: Use of fresh and authentic ingredients, and decor featuring pre-Columbian iconography elements, creating a genuine connection with cultural roots.
Welcoming Atmosphere: A warm and inviting atmosphere, designed with earth tones and a consistent visual identity that attracts customers.

Weaknesses:

Market Knowledge: Possible initial lack of recognition in the local Lille market, which may require extra marketing effort.
Ingredient Costs: The use of fresh, high-quality ingredients can increase operational costs and affect profit margins.
Operational Complexity: Combining two different culinary styles can be logistically complex and require a highly skilled kitchen team.

Opportunities:

Growing Interest in Culinary Fusion: Increasing interest in unique and diverse culinary experiences, which can attract a broad customer base.
Expansion to New Markets: Potential to expand to other cities and regions if the business model succeeds in Lille.
Digital Marketing: Use of social media and digital marketing to reach a wider audience and build an online community.

Threats:

Local Competition: Presence of other restaurants in Lille offering unique and authentic culinary experiences.
Economic Uncertainty: Economic factors that can affect customers’ discretionary spending on dining out.
Consumer Preferences: Changes in dietary preferences and trends that can impact the popularity of the brand’s value proposition.

SWOT

The brand

Branding process

Naming

The name «PAPAS FRITAS» encapsulates the very essence of the restaurant: a dedication to delicious, crispy fries, a fundamental element in the Belgian tradition of friterías. This simple yet powerful name evokes images of comforting flavors and shared moments around the table. At the same time, its use of Spanish adds a touch of authenticity and cultural warmth, promising an exciting and genuine culinary experience.

Strengths:

Clarity and Simplicity: The name is direct and easy to understand, clearly communicating that the restaurant specializes in fries.
Memorability: It is an easy name to remember, which is beneficial for attracting and retaining customers.
Universal Recognition: «Papas fritas» is a widely recognized term in Spanish, which can attract both Spanish speakers and others who understand the term.
Cultural Appeal: It evokes a connection to Latin American cuisine, aligning with the brand’s identity and its cultural fusion proposition.

Weaknesses:

Product Specificity: The name focuses on a specific product (fries), which might limit the perception of the variety available on the menu.
Market Limitations: It might not resonate as well with customers who do not speak Spanish or are not familiar with the term, especially in a multicultural city like Lille.
Association with Fast Food: The term «papas fritas» might lead some customers to associate it with low-quality fast food, rather than a more sophisticated and culturally rich dining experience.

Concept

At the heart of PAPAS FRITAS lies a deep connection to the earth. From its roots in the Belgian tradition of friterías to its bold exploration of the vibrant flavors of Latin American cuisine, every aspect of the restaurant is infused with the essence of the earth.

This connection begins with the choice of earth tones throughout the brand’s imagery. These earthy hues are not merely an aesthetic choice; they are a reflection of PAPAS FRITAS’ philosophy, valuing authenticity and connection to nature. Earth tones evoke the richness of cultivable land, the freshness of locally grown ingredients, and the warmth of home cooking.

Upon entering the restaurant, patrons are greeted by a color palette that invokes the feeling of being immersed in the earth itself, creating a cozy and familiar atmosphere. This ambiance is not only visually appealing but also conveys the promise of an authentic and comforting culinary experience.

Every earthy tone in the interior decoration, every detail in the menu design, is carefully selected to convey PAPAS FRITAS’ story as a place where the earth and tradition meet innovation and diversity. It’s a story told not just through words, but through every texture, every shade of color, creating a sensory experience that speaks directly to the soul of the restaurant and its visitors.

Ultimately, earth tones are not merely a design choice; they are a statement of principles, an expression of PAPAS FRITAS’ passion and commitment to authenticity, quality, and connection to nature that defines every aspect of its identity and culinary offering.

At the heart of PAPAS FRITAS‘s visual identity lies a rich tapestry of iconography inspired by pre-Columbian cultures. This choice is more than just a design element; it’s a reflection of the restaurant’s commitment to celebrating the diverse cultural heritage of Latin America.

Each icon and symbol tells a story, evoking images of ancient civilizations and the wisdom of generations past. From the intricate patterns adorning the walls to the carefully crafted artwork on the menu, every detail is a nod to the rich tapestry of Latin American history and culture.

But the use of pre-Columbian iconography goes beyond mere decoration. It serves as a bridge between the past and the present, connecting diners with the rich cultural heritage that informs every dish on the menu. It’s a reminder that food is more than just sustenance; it’s a celebration of culture, tradition, and community.

In this way, the iconography of PAPAS FRITAS serves as a visual representation of the restaurant’s mission: to create a culinary experience that is not only delicious but also meaningful. It’s a testament to the power of food to bring people together and to the enduring legacy of the cultures that have shaped the culinary landscape of Latin America.

Logo

At the heart of PAPAS FRITAS‘s logo lies a harmonious fusion of modern and traditional elements. The use of ribbon-like motifs and a classic typeface like Bebas Neue, adorned with interventions in the letter endings and the inclusion of pre-Columbian vignettes, creates a visual identity that seamlessly blends the old with the new. This design choice communicates a sense of uniqueness and versatility that celebrates Latin American culture while maintaining a contemporary and recognizable aesthetic.

By combining these elements, the logo evokes a feeling of authenticity and originality, appealing to customers who are interested in genuine cultural experiences. The incorporation of pre-Columbian vignettes adds depth and significance to the design, serving as a visual reminder of the rich cultural heritage that inspires PAPAS FRITAS‘s culinary offerings.

Ultimately, the logo serves as a visual representation of the restaurant’s commitment to honoring tradition while embracing innovation. It captures the essence of PAPAS FRITAS as a place where the past and present converge, offering customers a unique and culturally rich dining experience that is both familiar and exciting.