Fogata Llanera
The Art of the Embers
Industry: Restaurants / Grill / Traditional Colombian Cuisine
Services: Creative Direction, Brand DNA, Strategy & Communication, Visual Identity Redesign, Copywriting, Brand Applications, and Implementation Consulting.
Context
Fogata Llanera is a pioneering brand and specialist in wood-fired cooking, dedicated to exalting the ancestral flavor of Colombian meat through the asado llanero (plains-style barbecue). Since 2011, it has offered an authentic experience that combines tradition, fire, and community. Every dish is a tribute to rural roots, where wood is the true protagonist; it is the ember that nuances every cut and preparation with unmistakable aroma and flavor.
Strategy
The objective was to build a visual and verbal DNA consistent with the brand's mastery. The strategic differentiator moved away from generic "Colombian tradition" to focus on technical expertise: over 10 years of mastering the art of the roast. We focused on the cooking methods of the nomadic world and the vital element that grants flavor: smoke and embers.
“More than just grilling, we are experts in embers.”
Solution
The brand strategy translates into a language that communicates quality and origin, taking wood as the central axis of inspiration. It seeks to convey the quality of the dishes, the preparation processes, and their origins:
- Logotype: Inspired by wood type (movable type).
- Layouts: Typographic compositions that evoke the letterpress style.
- Illustrations: High-contrast graphics inspired by woodcut (xylography).
- Narrative: Messaging focused on fire and the provenance of food, highlighting ingredients native to the environment of each animal species.
The result is a solid and expressive identity that unites the ancestral with the contemporary, transmitting the warmth and technical rigor that define Fogata Llanera.
Credits
Photography: Andrés Araújo and courtesy of Fogata Llanera. | Interior Design: Alex Reyes (Opal Architecture). | Studio Team: Anndy Rengifo, Daniel Díaz. | Illustrations, Design, and Direction: Simón Londoño Sierra.
