Brand and Identity for Las Frescas Salad Bar

Provincia Estudio Creativo – Las Frescas Brand and Identity

Las Frescas is the first Salad Bar in Cusco, Peru. Its founders propose healthy non-restrictive food.
Here, quinoa and bacon can exist under the same plate if one wants to. For us, that carelessness and freshness around food were translated into perfect differentiating attributes. That’s why we chose “Las Frescas” as the name for the salad bar in the honor of the vegetables, the original and a certain effrontery. These adjectives merge with each other in their brand identity.

We designed a dynamic logo, an irreverent voice and characters we named “Frescuritas”. They are bold and carefree, and they personify the brand’s voice.

In 2019, Las Frescas was crowned by the international digital press as one of the most recommended restaurants in the city of Cusco.