La Marca

The primary goal was to elevate the restaurant into a sophisticated yet approachable dining experience, moving away from pretentious tropes. The challenge lai in positioning the venue as a benchmark for wine culture and pairings, seamlessly blending the rich heritage of Argentine grilling with a contemporary, premium atmosphere.

Grounded in the core concept "The gateway to wine," the modern visual identity invites guests to explore the culture of wine without pretension. The brand symbol physically represents this gateway, acting as a visual vessel for imagery to deepen the brand's narrative. Built upon a warm palette of greens, burgundies, and ochres inspired by the vineyards, the branding achieves an accessible sophistication that balances heritage with contemporary energy.

Following the successful launch of the physical space, the next phase was translating the brand experience into the digital ecosystem by designing the website and online menu, a high-traffic tool used daily by guests. The platform was optimized to be navigated via QR codes directly from the dining tables.

From a UX perspective, the main challenge was simplifying an extensive wine catalog (custom-built on WooCommerce) without overwhelming the diner. To achieve this, alongside traditional advanced filters, I implemented a system of "quick-decision categories" (Our Favorites, Perfect for Meat, For Special Moments) to streamline the user journey. On the UI side, each individual wine listing leverages the brand's gateway symbol as a visual framing device for the bottles, ensuring brand consistency on screen. To guarantee long-term scalability, I provided the client with automated Photoshop templates, empowering them to maintain the UI's visual integrity as they expand their wine collection.