El Barceloneta brings the taste, energy, and aesthetic of Barcelona to an international stage. It inherits the irreverent and joyful spirit of neighborhood bars, while elevating it with a sophisticated, global, and emotional touch. Anchored in Mediterranean culture with a Catalan accent—the sea, rice, vermouth, long conversations—each dish becomes a sensory postcard of the Barcelona lifestyle: one that cannot be explained, only lived.

Mexico City, one of the world’s most vibrant gastronomic capitals, provides the perfect backdrop for this vision. Cosmopolitan, diverse, and constantly reinventing itself, the city is home to an audience that travels, explores, and values authenticity. In such a saturated landscape, where new international concepts emerge weekly, success depends not only on flavor but on the entire experience: narrative, aesthetics, and intention.

El Barceloneta is conceived in Mexico City but with a clear international vocation, designed to expand across borders without losing its soul. Its strong, emotional, and recognizable visual identity—rooted in the graphic and cultural character of Barcelona—allows it to travel and adapt, while avoiding genericism. It is an experience anchored in Mediterranean identity yet flexible enough to resonate globally.

The design approach reflects the spirit of Barcelona’s neighborhood restaurants in a fresh, playful way. Disorderly tables, the hum of conversations, laughter, and the clinking of glasses are translated into a visual language that celebrates spontaneity and joy. Central to this identity is El Barceloneta himself: more than a mascot, he is the personification of the brand’s spirit.

Inspired by the graphic style of Javier Mariscal—simple, expressive, organic, and fresh—this illustrated character acts as a narrative thread between cuisine, atmosphere, and emotion. He appears in everyday restaurant scenes, preparing paella, serving vermouth, or simply sharing the moment. With a personality that is warm, lively, and generous—mirroring the Catalan spirit—El Barceloneta becomes the ambassador of Spanish flavor wherever the brand arrives.

His versatility allows for new illustrations to evolve with each dish, season, or occasion, ensuring that the brand remains dynamic, adaptable, and alive. This design system creates more than an identity—it creates a living character that embodies Mediterranean culture, carrying the spirit of Barcelona to the world.