Branding
Hospitality and restaurants
RestauranteLaPalma
We redesigned an identity with more than 60 years of history without breaking its soul, elevating its presence across web, façade, editorial, video and everyday supports.
Client
Restaurante La Palma
Year
2025
Sector
Hospitality and restaurants
Location
Estepona, Málaga
Categories
Services
Context and challenge
La Palma is not just a restaurant; it is a recognised place within Estepona’s social and gastronomic life. It carries history, memory, families, routines and a clientele that understands it as part of the emotional landscape of the city.
That made the project delicate:
- the brand had to be elevated without being distorted
- the identity had to be updated without erasing its legacy
- a stronger and more coherent image had to be built without breaking its link to tradition
- sensitivity, business and local perception had to coexist
Strategic approach
We understood the project as an exercise in respectful repositioning. It was not about designing a new brand, but about listening to the history of the place, identifying the elements that were essential and rebuilding its visual expression from a more current, clearer and more consistent point of view.
The strategy rested on three ideas:
- preserve the essence
- elevate perception
- extend the identity across all relevant points of contact
Scope of work
Identity and concept
- logo redesign
- redefinition of the brand’s visual concept
- visual identity guidelines
- construction of a more coherent and recognisable language
Digital
- web design
- social media profile adaptation
- visual coherence between digital and physical environments
Editorial and communication
- posters
- menus
- business cards
- placemats
- magazine advertising
- merchandising
Façade and physical presence
- façade study
- façade renovation
- dimensional letter signage
- LED lighting integration
- adaptation of the new identity to the commercial space
Visual content
- promotional videos
- visual pieces for presence and communication
Visual development
The visual development focused on finding a balance between authenticity and elevation. We wanted the new identity to breathe better, feel more cared for and work with greater coherence, without making the mistake of detaching the brand from its context.
The strength of the project was not in “modernising for the sake of modernising”, but in:
- organising what already had value
- improving legibility and presence
- reinforcing recognition
- giving the brand a system able to live with dignity across façade, menu, web, printed supports and promotional pieces
Guía de color
Colores primarios
Fish Market Blue
#1E4556
Pantone 302 C (approx.)
Tide Blue
#4B6975
Pantone 5405 C (approx.)
Serene Water
#76AEAA
Pantone 5493 C (approx.)
Sunset Coral
#DC6E5F
Pantone 7523 C (approx.)
Colores secundarios
Soft Limestone
#EDEAE5
Pantone 9180 C (approx.)
Olive Campán
#BEBD92
Pantone 453 C (approx.)
Clay Coral
#DC9379
Pantone 7513 C (approx.)
System, replicability and depth
Although this was not a multi-site project, it was essential to think of the brand as a system so that it could live well in very different contexts:
- exterior and interior
- digital and print
- promotional communication and everyday use
- small pieces and high-visibility elements
That required real coherence, not just a beautiful logo.
The website
The identity, extended into the digital space.
Result and transformation
La Palma gained a more solid, clearer and more consistent identity, able to remain recognisable to its long-standing audience while significantly improving its visual presence.
The transformation translated into:
improved brand perception
a more professional visual system
greater coherence across supports
an evolution without rupture
Strategic reading
La Palma shows that good redesign does not always mean changing a lot. Sometimes it means understanding very clearly what must not be lost, and building from there a clearer, stronger identity that remains respectful to the truth of the place.
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