Belgian Essence in Sao Paulo: Chez Vous by Ruis Vargas

Reinterpreting Belgian Icons for a Unique Visual Identity

Belgium's rich culture served as the foundation for the new visual identity of Chez Vous. Ruis Vargas used the country's icons, traditions, and sense of humor to create a unique visual narrative for the restaurant. The reinterpretation of Belgian icons, such as Magritte, Manneken Pis, rain, and traditional French fries, resulted in unique statements that can only be found in Chez Vous.

The restaurant is now filled with graphic manifestations, such as posters, t-shirts, panels, and more, providing a sense of visual unity and a legitimately Belgian narrative. Most of the graphic materials were produced in offset in CMYK-scale colors. The posters, with a pop art theme, received classic frames, while the t-shirts were produced in digital printing. Offset packaging was used for delivery.

The visual identity project not only affirms the Belgian cultural essence of Chez Vous but also makes the restaurant a reference for Belgian gastronomy in Sao Paulo. It welcomes customers with the casualness and informality of the visual language and its narratives. The project started in June 2019 and was completed in January 2020 in Sao Paulo, Brazil.

The challenge was to construct a visual identity that translated the essence of Belgian culture and offered the customer an authentic experience of Belgian cuisine and culture. The definition of the graphic style of the illustrations was instrumental in translating simplicity and synthesis. The textual component was also fundamental to achieve the effect of authenticity, especially bringing dialectal variations to the graphic compositions.

The new visual identity of Chez Vous is the result of an intense study to strengthen the atmosphere and the Belgian behavior of the restaurant. It allows customers to experience, in addition to gastronomy and culture, the good-natured way of the Belgians. The project was awarded Silver in A' Graphics, Illustration and Visual Communication Design Award in 2021, a testament to its creativity and professional excellence.