Branding
Amor y Grasa is a new culinary concept in Zaragoza, Spain—founded by chefs Pedro Latorre and Jorge Martínez. It’s a place where passion (amor) and flavor (grasa) come together in unapologetically bold, heartfelt dishes.
Mitimiti Studio partnered with the founders to shape a brand identity that mirrors their philosophy: honest, handmade, and full of personality.
Challenge
The restaurant’s name is a declaration—both poetic and visceral. The identity had to embody this duality: warmth and grit, tradition and rebellion.
The challenge was to create a visual language that would break convention, while still feeling grounded in the cultural context of a Spanish taberna.
Approach
We leaned into raw charm and bold spirit. The logo and typography are expressive and slightly unruly—imperfect in all the right ways. A warm, saturated color palette brings energy and comfort, while custom lettering nods to hand-painted signage and local food culture.
Our design direction emphasized texture, spontaneity, and visual generosity—echoing the culinary experience: full of flavor, full of soul.
Outcome
The resulting brand identity is as vibrant and unapologetic as the restaurant itself.
Amor y Grasa now stands out on Estudios Street with a voice that’s both familiar and fresh—inviting locals and newcomers alike to experience food made with feeling.
