An empowering identity for the new grill in town

Mezcla’s latest venture is a sustainable restaurant called Asadero, which puts a twist on the classic Argentinian parrilla – where select cuts of meat are grilled on a spit called an “asador.” We created a bold identity that is driven by the pursuit of disrupting history, inverting the gender roles of the traditionally male gaucho.

We developed a tailored logotype which plays with high contrasts and thick geometrical serifs to create a strong brand that visually translates the brutalist architecture and interior.