Chino Clandestino
Branding Ignited by Storytelling
Flama had the right culinary experience but was missing the visual spark to match its energy. The restaurant’s interiors leaned towards a formal atmosphere, which didn’t fully resonate with the younger, trendier crowd it aimed to attract. The challenge was to inject personality and playfulness into the brand—without disrupting the refined essence of the space. We needed to create a brand identity that would not only capture attention but also tell a compelling story—something unique, memorable, and full of character.
We built a compelling brand narrative inspired by the name Flama. We envisioned a fictional backstory: a passionate butcher-chef whose fiery love for cooking once consumed the original restaurant. This playful tale of destruction and rebirth became the foundation for the brand’s visual language, incorporating hidden remnants of its “burnt past” into its new identity. From this idea, we designed a burning logo—a sleek yet raw emblem that visually echoes the concept of controlled chaos
We then introduced a series of hand-illustrated, mischievous matchstick characters—each causing their own brand of trouble. These characters, wielding bombs, knives, and dynamite, inject humor and unpredictability into Flama’s brand, giving it an unmistakable edge. The restaurant’s menu design followed the same ethos, blending rough, organic strokes—reminiscent of charcoal sketches—into a high-end, thoughtfully curated layout.
Flama’s new identity strikes a rare balance—sophisticated yet rebellious, structured yet full of surprise. It’s a brand that doesn’t just exist; it sparks curiosity and interaction, making every visit to Flama a visual and experiential delight.
By anchoring Flama’s branding in a rich narrative, we transformed the restaurant’s identity without making significant structural changes to its interior. The branding injected personality into the space, bridging the gap between formality and playfulness. The mischievous, artful chaos woven into the design made the restaurant instantly more appealing to a younger, experience-driven audience. The result? A restaurant that doesn’t just serve great food—it tells a story. Flama’s branding now sparks conversations, invites engagement, and turns first-time visitors into loyal regulars.
Our Work
A Branding Agency Focused on Global Impact
Jerome & Zimmerman is an international branding agency that partners with forward-thinking businesses to craft bold, unforgettable brand identities. Through a combination of strategic insight, creative vision, and meticulous execution, we transform businesses into brands that resonate deeply with their audiences, leaving a lasting impact in a crowded marketplace.
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