Today I am invoking Rule 32, Section C, Paragraph 7 of the Brand New Selection Criteria Guidelines whereby it sort of states that if a project is small or “not mainstream at all” it must have “a very compelling design story.” Located in Lima, Peru, and launched this year, Don Belisario is a restaurant devoted to rotisserie chicken, a popular familial meal in Peru. (And other parts of the world as well; perhaps a lonely meal for a really hungry human being). Designed by local firm and 2011 Brand New Conference fan-favorite, Infinito, the identity for Don Belisario revolves around the eponymous, yet clearly fictitious, hacendado — the Spanish word for the boss, el jefe, of an hacienda, itself the Spanish word for plantation — and patriarch, paying homage to this wonderful food group and its source.
It’s hard to describe countries without making sweeping statements or delving into clichés, so I won’t even attempt to describe Peru, other than to state some (hopefully obvious to everyone) facts: It’s in South America, its official language is Spanish, and it’s beautiful from its landmarks to its people. Last week saw the culmination of a process that started in 2009 led by PromPeru (Peru Exports and Tourism Promotion Comission) with the unveiling of Peru’s country brand, designed by the Buenos Aires office of Futurebrand.