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The journey from Old World to New
Sucre is a story of immigration. A restaurant of Latin American and European influences – bouncing off the walls of a 310 year old former concert hall in London’s Great Marlborough Street. The menu tells the story of Chef Fernando Trocca’s immigrant background, and the European adventurers who crossed the Atlantic to make their home in his native Argentina. The wine list makes the same trip. Bottling the journey from Old World to New, and the mingling of new grapes and makers who poured into the land, passing their secrets down the vine of different family generations.
Porteños (“people of the port”) captured going about their day in Buenos Aires. Illustrated by Rebecca Sutherland.
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The logo is a union of a number of Old World references, heritages and influences to reflect the Chef’s and restaurant’s immigrant background, using contradictory and mismatching elements and carefully crafting these into a new unified expression.
Common Argentine tango steps were studied and used decoratively throughout the branding.
The movement of people from Europe to South America is displayed on the wine menu cover. This story of immigration informs the wine list itself, with wines being sourced that chronicle the journey.
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Underneath Sucre is Abajo, a bar by Renato ‘Tato’ Giovannoni. Abajo translates to ‘below’ or ‘downstairs’ and is based on the underground spirit of 80s Buenos Aires. Argentina had just left a harsh military dictatorship. What followed was an explosion of culture and optimism. The Argentinian economy was struggling, so to reflect this, items from Sucre were overprinted in an expression of frugality. The name was represented in the stepped logo and visual language.
