brand identity exploration for major food group
Within The Four Seasons Hotel in Cartagena, Colombia lives a bar named after Gaston Lelarge, a French neoclassical architect and writer. He was prolific at the turn of the 20th century, and designed the space that houses the bar.

The brand’s visual identity is based on both the life’s work and the personal interests of Lelarge, who was a member of the Astronomical Society and also maintained an impressive collection of butterflies and insects, which still lives in the Bogota Archives.

Lelarge’s architecture book features his name set in QUAINT GOTHIC, the digital restoration of which was used for the primary logotype.

Initial ispiration leaned on antique anatomical illustrations of butterflies and insects, and the below iterations of this direction play with size, texture, and color to evoke a connection to the earth and the creatures who inhabit it.
Each iteration features different typographic lockups, as well as unique applications to branded collateral like matchbooks and coasters.

A second direction pulled inpsiration from the fact of Lelarge being a member of the Astronomical Society, as well as diagrams and art of the heavens from the 19th and 20th century that evoke wonder.

megan rojek

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