Lomo Loco
Lomo Loco has been a Río Cuarto classic for thirty years. The rebrand put that inheritance into a system: a logotype with weight that cites the painted signs of Argentine social clubs, three colours each carrying an emotional job, and a long-table illustration that runs through every piece without ever ending.
- Positioning
- Brand territory
- Tone of voice
- Manifesto
- Logotype and seal
- Type system
- Colour palette
- Brand book
- Illustration
- Packaging and delivery
- Menu and stationery
- Signage and storefront
A classic is not touched: it is put in order
A thirty-year-old bodegón already has a public that loves it. The risk in the rebrand was never falling short, it was going modern and losing the regulars’ table. The system had to be brought up to date without the regular feeling the place had been changed on him.
What is left after the last plate
The manifesto said it plainly: the time after the meal is the strongest dish. So the brand was not built around the food but around the table — who sits at it and how long they stay. Everything came from there, including the join between the M and the C: two shapes that fit like people sharing a tablecloth.
Two typefaces, three colours, a table that never ends
Be Vietnam Pro orders the reading; Bernard MT Condensed brings the old bodegón sign to the headlines. Barn Red, Crayota and Ivory each have a job: one invites, one is catching, the third holds you. The line work builds a continuous table, cropped differently on every piece and never repeated.
Bernard MT Condensed
Four versions so none has to be negotiated
Vertical, horizontal, square and seal: each solves a format without asking the logotype to deform. The seal works as a heritage emblem on napkins and packaging; the square holds up as a reduced avatar. The system goes down to the storefront, the menu, delivery, uniforms and merch without losing weight.
