Originally conceived as a classic American grill, Griller evolved with the opening of its second location in Buenos Aires into a more elevated restaurant and lounge experience. Our studio developed a complete rebrand focused on contemporary dining culture, while preserving the brand’s connection to fire, technique, and high quality ingredients.

The concept direction was inspired by the atmosphere of classic New York dining culture, reinterpreted through a contemporary lens. Developed in close dialogue with the architecture of the new location, the graphic system reflects the rhythm, precision, and energy of the space itself, highlighting the quality of the service, the open kitchen dynamics, and the refinement behind the overall dining experience.

Fields: Strategy, Branding, Print
Collaborators: TEG Studio

The new identity moves away from the bold red steakhouse aesthetic and introduces a darker, more refined visual language. Inspired by midcentury New York lounges, the redesign combines deep black tones, warm metallic details, and a new flame symbol that represents fire through a more minimal and aspirational approach.

The studio developed a complete touchpoint system, conceptualizing the restaurant as a fully immersive brand environment. By mapping every interaction between the guest and the space, the identity was integrated into each layer of the experience through intentional and highly detailed interventions.Every element within the space was considered part of the narrative, allowing the visual identity, the architecture, and the atmosphere to function as one experience.

Every communication piece was designed as an extension of the spatial experience. This system reinforces the brand’s elevated positioning while reflecting the precision, quality, and atmosphere behind the dining experience.