Sucre came to us to provide them with a renewed focus and energy. Sucre was initially positioned as a story of immigration, the convergence of Latin American and European influences on food, drink and cooking in Argentina, the home of the first Sucre. However, having opened restaurants in Dubai and London and with plans to open more, it was clear that the business had outgrown the brand and that the time was right for Sucre's brand to evolve.

The brand we created helped shift Sucre from a restaurant storied in immigration, to a restaurant rooted in cooking over fire, from a restaurant in Buenos Aires, to an experience-led restaurant for the world.

The new Sucre brand needed to be simple and inspiring so after running a series of short workshops with the leadership teams, we constructed a brand that's impactful, flexible and adaptive while still able to maintain consistency across markets and audiences. We created the concept of Sucre as a restaurant 'Ignited by Passion’ putting charisma and passion at the heart of the guest experience.

This strategy enables the business to lean into a new positioning and brand behaviours in all its key communications and brand building initiatives across a growing geographic footprint.

The primal essence of fire, one of humankind's earliest discoveries, lies at the heart of Sucre's dynamic new identity, Speaking a universal language consisting of typography, imagery, patterns, iconography and content, the brand is flexible enough to empower global teams to tailor its use to their customers and cultures while still retaining a strong identity. Central to the new brand is an harmonious colour palette symbolising the elemental power of fire and the beauty of nature.