The transgender beer for the restaurant La Panxa del Bisbe in Barcelona

The renowned La Panxa del Bisbe restaurant in the neighborhood of Gracia in Barcelona entrusts Toormix with the ideation of its new beer. A Pale Ale beer with a bitter and fruity touch that, according to the chef Xavi Codina, is intended to combine very well with the style of cooking of the restaurant.

Toormix´s first move is to align the positioning of the beer with the restaurant itself. The objective is not to create a second brand that provides a complex architecture but to take advantage of the knowledge and reputation of the restaurant to negate it in this case, in a specific product such as beer.
Playing with the idea of gender and given that we are working with a beer (feminine noun), the solution is to create a name composed of the name of the restaurant (“Bisbe”), -which means bishop-, and the feminine article: La Bisbe. In this way the article and the noun play opposing roles to create an interesting, fun and even sensual name.

We have a name, now we need to give it personality. In this case, the key lies in the subject, in the gender. A “Bisbe” (bishop) is of masculine gender and we transform it into the feminine for this product. The result is a transgender bishop who, through the feminine, has the best of both genders. Or a new one, depending on the interpretation being made.

An icon accompanies the selection of a strong typography which makes reference to a chalice and a baseline connected with the idea of “holy pale ale”. Additionally, a form in the shape of an episcopal tiara is created, made from something resembling a lace fabric. The purple color, in reference to the diocese, is mixed with a contrasted carmine color. In short, the label is full of details making reference to the idea of transgender through humor.
The first transgender beer on the market. A concept that goes hand in hand with the name of the restaurant and which in turn aligns with the informal and humorous tone of the place itself. A product that can be found in the restaurant and in some authorized vendors, only suitable for people over 18 years.

Conceptualization and design of the new house wines for the restaurant Betlem, located in the Eixample neighbourhood of Barcelona

Melchor, Gaspar and Baltasar are the names chosen for the wines (white, rosé and red) and are all related to the name of the restaurant itself. The Three Kings are the source of inspiration for these wine labels and complete the circle together with the Cava Estel (the star of Bethlehem).
The commission is a response to an innovative and formal graphic proposal, which helps us remember the names and labels through a fun and memorable language. As such, the design is contextualized under the umbrella of popular culture and so the client, whether having greater or lesser knowledge about the world of wine, can empathize with the product and directly relate it with the name of the restaurant itself

The result is a playful and striking design that plays with the colour and shape of the crown of the Three Kings in an inverted manner, which in turn expresses the different beards so characteristic of these three biblical characters. Finally, for the capsule, we wanted to emphasize the sobriety of the product and decided to use a white colour, in accordance with the lower label.

Design of wine labels for the restaurant Bicnic

Bicnic is a business project launched by Betlem and Toormix, which unites gastronomy and design in a dining space with different formats and gastronomic formulas.
The main objective for the creation and design of the labels is that they depart from the corporatism and graphic code created for the restaurant brand. The elements that were to stand out were mainly the circle, the corporate symbol par excellence of Bicnic, and the creation of a basic denomination stemming from the different types of wine: red, white and cava.

Drawing from this, we worked with the corporate palette of Bicnic and assigned a colour to each one of the different denominations. Additionally, the iconography of the graphic code and the use of corporate typography for texts were implemented.
The result is a simple and clean wine label that helps one understand all the elements that make it up (name, technical details, other specifications, etc.) inherent to the code of the wine labels. A graphic system that can be differentiated from other brand products of Bicnic such as the packs of coffee.


Design of the Exedra wine label

Exedra is a red wine from the region of Pla de Bages, produced by the Puiggròs winery from grapes of the Garnacha variety and cultivated in amphoras.
The distinguishing element of this wine lies in its aging, which recovers the system of clay amphoras- just as the Greeks and Romans did more than 2000 years ago in the Empordà territory- as recipients to ferment the grapes and produce the wine. The Puiggròs winery recuperates this technique of millennial wine production bringing it to its winery to produce the Exedra wine. By doing so, this clay recipient offers a wine that stands out for its minerality, freshness and a high degree of purity of the primary aromas of the variety used.

Departing from this, the objective for the design was to add value, through the form, to the historical concept at the core of this wine. To achieve this, an illustration of an amphora was created in the zenith with a palette of ochre colours characteristic of the material, since the original amphora was made with clay, an element that helps preserve the gastronomic product. Along with the illustration, a lettering was created that plays with the circle and round shapes.
The result is a label formally referenced in the product and in its strong conceptual, distinctive and descriptive value, because it gives clues to how this product is and how it is produced. Furthermore, the colour scheme takes us to the earthy ambiance of the clay, which is the mineral component of the secondary aromas of Exedra.

What we did

  • Identity & branding
  • Packaging
  • Naming