The briefing and related objectives were direct and pragmatic – to develop a name, logo and visual identity for a new restaurant project that has the egg as the main feature on its menu. No benchmark or visual reference was given, as the project is new to Portugal. Besides this, the budget was minuscule. 

The first stage involved developing the name. Given that this is something new and that it is the first restaurant project to have the egg as its main ingredient, we developed a name that is easy to remember and will immediately help people to understand the type of restaurant it is. We chose the name Ovvo (Portuguese word for egg). Then we developed an identity based on the philosophical question: "what came first: the chicken or the egg?" This question has no valid answer, so we developed a logo with the two main actors involved. The visual identity, organic and artisanal, makes reference to the origins of the dishes – simple and rural. The movements of the hand beating the eggs generate the illustrations that decorate the whole space. The typeface work gives a final touch to a whole that is exceedingly comfortable and luxury free. All the visual communication on the walls was hand painted to give the space a truly human feel.

Ovvo is known in Portugal as being the first restaurant project that has the egg as its main ingredient. Through the name and identity we have claimed a clear territory. Moreover, and given the current financial and social climate in Portugal, this brand offers a valid way of continuing to enjoy meals out that are fast, cheap and healthy. The success of this family project is shown by the fact that a second restaurant has opened just 3 months after the first.

How to create a total branding project for a new restaurant that has the egg as the main feature on its menu, with a tiny budget? We chose the name Ovvo (Portuguese word for egg), because its is easy to remember and immediately helps people to understand the type of restaurant it is. Then we developed an identity based on the philosophical question: "what came first: the chicken or the egg?" This question has no valid answer, so we developed a logo with the two main actors involved. The visual identity, organic and artisanal, makes reference to the origins of the dishes – simple and rural. Nowadays Ovvo is known in Portugal as being the first restaurant project that has the egg as its main ingredient. Through the name and identity we have claimed a clear territory. The success of this family project is shown by the fact that a second restaurant has opened just 3 months after the first one.