THE CHALLENGE

To create a brand identity for a high-end Mediterranean restaurant that operates through atmosphere rather than visibility. The challenge was to avoid overt branding and instead build a system that feels embedded within the space, expressed through materials, light, and interaction. The identity needed to translate consistently across tableware, printed matter, uniforms, and takeaway elements, while maintaining a refined and understated presence.

‍

‍

BRAND INSPIRATION

Our brand identity draws from the artistic spirit of Castillo Son Vida and the quiet world of Magdalena Villalonga, the Marquesa who once held its keys. It imagines the castle as her hillside atelier above Palma, rooms she curated with art, filtered light, and long views that invite slow observation.

The direction is shaped by the way artists once observed Mallorca, capturing its light, landscapes, and quiet corners through deliberate frames. It draws from the visual language of ateliers, where views were composed through arches, windows, and keyhole shapes that turned the island into a sequence of intimate scenes. The aesthetic blends studio textures with subtle framing devices, creating a mood that feels contemplative, tactile, and rooted in creative heritage.

‍

‍

‍

‍

VISUAL IDENTITY

The identity is built as a system of fine, intricate icons that function as a flexible visual language. These elements are not used as standalone marks, but as a toolkit that adapts across applications. Depending on scale and context, the system can shift from highly detailed compositions to minimal, almost imperceptible interventions.

The brand is designed to be discovered gradually, revealing itself through proximity and interaction rather than immediate recognition. The iconography of ES Balcó de Son Vida draws inspiration from Mediterranean nature, heritage objects, and the timeless elegance of Son Vida. Each illustration is framed within a distinctive key-hole silhouette, creating a recognizable visual device that becomes part of the brand’s language.

‍

‍

‍