A gastronomic concept made of conscious crazyness
Through a dissonant visual identity, a conceptual narrative and content centered around Ab's personality and vision, we created a brand ecosystem designed to challenge conventional sustainability and connect with audiences in a more emotional, creative, and experiential way.
Challenge
Abraham Bénard launches a new gastronomic concept within Cocina Beta, a restaurant venture incubator. The challenge was to build a brand capable of operating on two levels: first, as a temporary digital platform to communicate the project's evolution; later, as a fully established restaurant brand once the physical space became a reality.
Solution
We supported the project from end to end, from strategic definition to visual identity creation and launch Hero Content. This led to the birth of Insane, a universe built around the concept of Conscious Crazyness: a more creative, free, and experiential approach to sustainability.
Strategy
We conducted an in depth benchmarking analysis across the restaurant industry, both at a Madrid and global scale, to identify the key experiential elements capable of shaping and driving the overall customer experience.
Visual Identity
We developed a visual system with a dual character. On one side, we established the foundations of a contemporary and minimalist system with an industrial feel. On the other, the illustrations introduce a layer of smart playfulness through visual tricks and double meanings, adding conceptual depth to the brand universe. Grapefruit tones and a range of associated oranges are used as accent colours. The logo plays with the idea of the forbidden, reinforcing the brand's disruptive personality.
Content
We focused on elevating Ab's persona, guiding his on camera presence to shape an authentic narrative full of character. The visual universe is completed by a vintage aesthetic that connects with emotion and timelessness, bringing depth and contrast to the overall identity.
A versatile brand for an open minded project
By building Insane around the idea of Conscious Crazyness, we transformed an incubating gastronomic concept into a brand universe capable of evolving from digital platform to physical restaurant experience.
Insane continues to position itself as one of Madrid's most ambitious upcoming gastronomic and experiential projects, generating strong anticipation ahead of its opening.
