Pecador was conceived as a place to experience the night. A space where gastronomy is expressed not only through the food itself, but also through the atmosphere, the lighting, the wine, the music and a sense of shared complicity. Starting with the name, we developed a direct and evocative identity, straddling the line between ritual and transgression, between elegance and darkness.

Red light becomes an essential element of the project. On the façade, inside the restaurant and especially on the illuminated fig tree, the red energises the space and transforms it into a warm and magnetic nocturnal scene. The fig tree becomes a monumental feature within the space’s visual identity: it welcomes customers and foreshadows the character of the restaurant. It was a key element of the project and we were able to rework it with complete freedom, turning it into one of Pecador’s most iconic images.

The brand is based on a classic, bold typographic logo, modified with a vertical cut that introduces tension and reinforces the idea of temptation. The system is complemented by an imagotype consisting of a ‘P’ and a flame, which evokes embers, desire, the night and the imagery of sin.

Menus play a central role in identity. We work with high-quality, tactile materials, featuring hard covers, debossed lettering and textures that transform the menu into a desirable object. Snake skin, applied in various colours, adds a more sensual and sophisticated layer to the project. It is a texture that evokes temptation, luxury and danger, and which reinforces Pecador’s visual universe without needing to explain it.

The brand identity extends to the façade, the menus, the coasters, the cards, the napkins, the tote bags and other branded items. Each piece adds new layers to the narrative, turning Pecador into a global brand experience.

Pecador is a brand built on suggestion. An intense, elegant and nocturnal identity for a restaurant that turns dinner into a sinful ritual.