Case Information
Client: El Piombino
Industry: Food & Beverage (Casual Dining)
Market Position: Legacy Restaurant Brand
Location: Lima, Peru
Service: Brand Refresh, Packaging Design, In-Store Visual Identity
Publication Year: 2024
1. Executive Summary
El Piombino, a beloved Peruvian restaurant with three bustling locations in Lima, partnered with Boltek Media to refresh its visual identity without losing its well-established brand essence. The main challenge was to modernize its look and feel in a way that retained the traditional charm and authenticity that had made the restaurant a staple in the local dining scene. Boltek Media approached this with a nuanced brand transformation that included a redesigned logo, an upgraded brand manual, custom vinyl designs for all locations, and a complete overhaul of printed brand materials. The results were widely praised by both customers and the client, who noted a marked improvement in modern appeal without compromising on the brand’s nostalgic character.
2. About the Client
El Piombino is a multi-location restaurant in Lima known for its extensive menu of sandwiches, à la carte dishes, traditional breakfasts, specialty coffees, and desserts. With locations in San Miguel, San Isidro, and Santiago de Surco, the restaurant has become a go-to spot for flavorful meals served at accessible prices. Recognized on platforms like TripAdvisor for excellent taste, service, and value, El Piombino serves a diverse clientele seven days a week.
Key client Attributes:
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Traditionally Beloved Brand: Known for its hearty offerings and welcoming atmosphere.
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Multi-Location Presence: Three high-traffic areas in Lima.
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Strong Customer Loyalty: Well-regarded for both consistency and service.
3. The Challenge
El Piombino’s long-standing brand recognition came with an emotional attachment among its clientele. While the restaurant sought to modernize, it needed to tread carefully to avoid alienating loyal customers who associated the brand with tradition and warmth. The visual identity had to evolve in a noticeable yet respectful way. The goal was to introduce a refined aesthetic that communicated growth and quality without erasing what made the brand special.
Key Obstacles:
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Need for Modern Appeal: Existing visuals no longer reflected the quality and evolution of the business.
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Client Sensitivity to Tradition: The brand’s nostalgic feel had to be preserved in any transformation.
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High Visibility Locations: Any visual change would be instantly noticed across all branches.
Without a strategic rebrand, El Piombino risked appearing outdated to newer generations while also disconnecting from its legacy audience.
Deficient Metrics Before Implementation:
4. Strategy and Solution Implemented
Boltek Media crafted a tailored rebranding strategy rooted in respect for the brand’s traditional core. We began with a subtle but effective logo redesign, followed by the development of a new brand manual that would guide every visual and communicational output moving forward. This included the design and adaptation of vinyl graphics across 18 specific wall locations in three venues, all color-matched to their environments. We then expanded the brand system into a wide range of packaging and branded materials including wax paper, delivery boxes, bags, stickers, tray liners, and more—all aligned with the refreshed brand direction and delivered in editable formats for client use.
Key Strategic Steps:
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Logo and Visual Identity Redesign:
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Environmental Branding:
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Branded Packaging Suite:
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Brand Manual Delivery:
5. Results and Metrics
The rebranding initiative exceeded expectations, successfully balancing tradition with contemporary visual language. Customers recognized the change, praising the elegance and clarity of the new design. The client received overwhelmingly positive feedback and reported stronger brand perception in-store. With the implementation of cohesive visual systems and updated packaging, El Piombino entered a new chapter of growth without losing its roots.
