Featured image for Creoquete

Creoquete

by Theresa Christine Johnson on 05/16/2016 | 3 Minute Read

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Fried foods are undeniably delicious, but they aren’t exactly the epitome of fine dining. Chef Alejandro García Urrutia has started to explore the more gourmet side of the traditional French dish, croquettes, by infusing them with new and exciting flavors.

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“About the naming, on the one hand is a proposal with a bit descriptive because reminds ‘croquette’ word of french origin which comes from ‘croquer,’ onomatopoeia of ‘crunch’ and on the other hand, is a word game that is difficult to translate. In spanish ‘creo que te…’ is like (more or less) ‘I think…’ and without being frivolous was sufficiently playful to create a series of messages that would help, in a relaxed way, the brand communication. for example ‘creoquete... gustan nuestras croquetas’ is like ‘I think... you like our croquettes.’”

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“Creoquete as logo, works together with three points that sometimes work like ellipsis that link with a message and the other as representing three croquettes. Graphic identity, as in the croquettes, it revolves around the contrasting textures. Crisp against the creamy bechamel is represented in stationery and packaging in a combination of cardboard and kraft papers and coated paper white, which in turn, in the physical store became a place clearly defined by two areas, one coated wood, surrounding the shop counter and other soft white connecting with access to the store.”

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Agency atipo® incorporated the texture of a croquette into the packaging and branding for Creoquete. The subtle wood against white is striking and represent some of the ingredients one might find in a traditional croquette. Plain brown packaging is a perfect canvas to let the unique flavors of the food to stand out when consumers buy them.

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Designed by: atipo®

Client: Roberto Rua

Country: Spain