uevo
Eggery
uevo
Eggery
Roles:
Naming
Slogan
Brand Strategy
Visual Identity
Packaging & Menu Design
Merchandising Design
* This is a summarized version of the project.
Project Overview
Strategy
This strategic framework guides the visual and verbal decisions that follow, creating a cohesive brand world rooted in clarity, playfulness, and modernity.
Brand Foundation
⟢ Brand purpose: To elevate the humble egg into a culinary experience that surprises, comforts, and inspires.
⟢ Vision: To become Madrid’s most iconic single-ingredient restaurant known for creativity, quality, and playful sophistication.
⟢ Mission: To celebrate the versatility of the egg through innovative dishes, thoughtful design, and a welcoming atmosphere that invites discovery.
Core values
⟢ Creativity: Reinventing a universal ingredient in unexpected ways.
⟢ Simplicity: Clean, minimalist execution that lets the ingredient shine.
⟢ Quality: Premium sourcing and refined techniques.
⟢ Playfulness: Light-hearted, unpretentious attitude.
Brand Positioning
uevo competes in two intersecting spaces: concept restaurants in Madrid and minimalist, niche, experience-led brands.
Functional benefits
⟢ Egg-based dishes with premium ingredients.
⟢ Consistent quality and technique.
⟢ Modern dining space.
Emotional benefits
⟢ Comfort through familiar flavors.
⟢ Delight in discovering new forms of a simple ingredient.
⟢ Feeling part of a creative, playful world.
Key messaging pillars
⟢ The egg, reinvented: Showcasing versatility through technique and flavor.
⟢ Simple by design: Minimalism in presentation, space, and experience.
⟢ Playful sophistication: High quality without pretension.
⟢ Craft and creativity: Every dish is a small invention.
⟢ Comfort elevated: Familiar favorites with refined execution.
Visual Identity
The visual identity for uevo needed to translate the restaurant’s concept into a clear and compelling visual language. The challenge was to design a system that reflected the brand’s modern culinary approach while remaining playful, warm, and accessible. Every element had to feel intentional: fresh without being trendy, minimalist without feeling cold, and memorable without relying on complexity.
The result is a visual identity built around reduction, clarity, and subtle wit. Clean shapes, soft curves, and generous negative space echo the purity of the ingredient at the heart of the brand. Meanwhile, playful graphic moments and flexible layouts introduce a sense of discovery, mirroring uevo‘s reinvention of the familiar egg in unexpected ways. Together, these components create a distinctive, contemporary aesthetic that feels both refined and inviting; a perfect expression of uevo’s creative simplicity.
