Alma Matter
Art Direction & Graphic Design:
Francis Barroeta & Luis Aparicio
Client: Alma Matter
Brand Identity
Alma Matter opened its doors in Madrid for the first time and invited me to shape its visual identity. Together with my colleague Luispa, we developed a vibrant, funny identity with touches of irreverent personality. The visual system grows from the logo: its pure geometries are deconstructed and become the backbone of the language.
Inspired by Brutalism, the universe combines raw textures, strong typography, vivid colors, paint splatters, and recontextualized classical busts, with a dose of irreverent humor—a language that matches the restaurant’s young, fresh spirit. The result: an identity memorable enough to be etched into the Alma Matter of every visitor.
