Chama


BRAND IDENTITY


Chama is an eatery for Venezuelan-inspired bites, made with love. The primary menu item served is arepas, griddle fried corn cakes that are quick to prepare and can be eaten with a wide variety of tasty fillings.

Guided by Monina Velarde from the New York Times, I developed a light-hearted and inviting brand that appeals both to those with a passion for Venezuelan cooking, and those looking for a quick bite to go.
The menu was designed with customization in mind. Each section of the menu guides the customer through the steps of building your own arepas, including descriptions for ingredients that new customers may not be familiar with.

This menu is intended for use with a pen or pencil, with space for customers to circle or mark their selections.
Chama is an informal word to address a female friend in Venezuelan Spanish slang.

This friendly term of endearment felt like the perfect name to establish the warm, inviting, casual voice that the brand represents.

An animated social media promo extends a friendly invitation to those looking to try something new, featuring energetic and lively motion that spells out C H A M A to reinforce brand name familiarity.

Process


The first step in finding the voice of the Chama was identifying a brand persona and conducting an interview— then translating her personality and her passions into a restaurant concept.

Andrea is a designer and architect from Caracas. Growing up in a coastal region of Venezuela, she was raised on mainly seafood-based cooking, usually made by her mother or grandmother.

As a designer, she wants her voice to be experimental and fun— but not so bubbly that her words won’t be taken seriously.
Many of the visual references used as inspiration for the brand are creatives that inspire Andrea in her own design practice.

As an architect, she takes inspiration from the tropical modernist style. Her favorite artists, designers, and architects share a love for organic, flowing shapes with solid colors and bold patterns.

Colorful, abstract, organic forms are central to the visual identity of Chama. Patterns used in brand applications are inspired by the work of Roberto Burle Marx, based on preliminary gouache sketches for his landscape designs.