Wanta

The project centered around creating the visual identity for "Wanta," a new fast-food concept aiming to bridge the gap between traditional Peruvian "Chifa" cuisine and the modern, high-standard fast-food experience. Chifa, a unique blend of Peruvian and Chinese culinary traditions, holds a significant place in Peruvian gastronomic culture. The challenge was to translate the familiar and beloved aesthetic of traditional Chifa restaurants into a contemporary fast-food brand.

The design team embarked on a thorough study of the classic visual elements associated with Chifa establishments in Peru. This included examining the distinctive tile patterns, the vibrant neon signage, the iconic typography (notably Impact and Cooper Black fonts), the characteristic color palettes, and the symbolic characters often found in these restaurants.

The goal was to incorporate these cherished visual cues into a modern graphic design language suitable for a fast-food context. This resulted in a brand identity that features a unique color palette, a logo inspired by classic Chifa signage, and a memorable brand ambassador, "Patita."

Patita, a cat wearing a wok-shaped hat, is a playful tribute to the traditional lucky cat found in many Chifa restaurants, but with a distinct Peruvian twist. The character's paw movement and the neon sign elements were used as a consistent visual thread throughout the brand's motion graphics, creating a simple yet effective visual language. In essence, the project aimed to create a brand that felt both familiar and modern, honoring the rich tradition of Chifa while appealing to a contemporary audience.