Designing Born2Be, a Restaurant Concept to End the Boring Days of Take-Away

by Theresa Christine Johnson on 08/28/2017 | 5 Minute Read

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Take-away food is pretty standard, and lots of restaurants use similar or exactly the same packaging for their orders. Seeing immense possibility to make things more creative, Endika Gómez de Balugera, Estela Vela and Pablo Berges developed a bold, funky concept for the restaurant Born2Be. We spoke to the designers to learn more about the driving vision behind their design, communicating a message loud and clear, and more.

What was one of the biggest goals you set out to achieve with Born2Be packaging and how did you accomplish it?

Endika, Estela, and Pablo: Our main goal was to create a new, singular and casual experience and a modular packaging that includes all this concept as well as the local's atmosphere creating a distinctive image and concept. We created a 360° concept: brand identity, interior design, menu, ads, social network and packaging.

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How did you take the idea of customization in takeaway food and make it something that a consumer would engage with and understand easily?

Endika, Estela, and Pablo: Nowadays we are experiencing a take away boom due to our way of life and the emergence of different apps. Despite the large and varied offers, there are not many cases of innovation in terms of packaging and communication with the consumer.

We believe this gap can be a good opportunity for business and creativity, so we decided to take this opportunity.

How did you develop the illustration/graphics style?

Endika, Estela, and Pablo: We relied on the idea of re-invent and re-birth. We used Greek and Roman art and we reinterpreted them as it did in the Renaissance, but in a more casual way, using elements of the 80's Memphis style. In this style the design principles are questioned and standards are broken without apparent reasons—two different styles that fit perfectly.

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What was the most challenging part of this project?

Endika, Estela, and Pablo: It was difficult to design a modular packaging. It had to serve to transport from a skewer with its sauce to five of them. But the hardest thing was to decide which would be the best graphic option. During the development of the concept we discovered many valid solutions.

If you could pick one aspect of the finished design that you like the most or feel especially proud of, what would it be and why?

Endika, Estela, and Pablo: Its graphic power. How it is capable of differentiates our experience from the rest in the take away world.

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Share one lesson that you learned while developing the finished product.

Endika, Estela, and Pablo: It is important to create something new, something crazy and to interact with the consumer with the help of current trends. If your message is not blunt, people will not pay attention to you.

Finally we would like to thank ELISAVA, School of Design and Engineering for giving us support to create and get out of the ordinary.

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