Mesa Ocho · self-initiated project

The starting point

What a restaurant needs

A restaurant has to know what it's posting on Thursday, what goes on the printed menu and what runs in the ad, and all of it has to feel like the same place. That gets decided one image at a time.

Below are the four base images and the eight pieces that came out of them.

The images

Four images from the same kitchen

All four are made to read as the same place.

Firebox with burning wood — The firebox: the wood burns on top and the embers drop below.

Ribeye on a wooden serving board — Ribeye, sliced against the grain.

Catch of the day with potatoes — Catch of the day, paired with white wine.

Mille-feuille with a glass of champagne — Mille-feuille from the side, the cream piped on.

And the system repeats

The same four pieces, with the ribeye

A second set on the same system: the four ribeye pieces came together without starting from scratch.

The piece that matters most

The full profile

The first thing people see on the profile: nine posts.

A restaurant whose menu barely changes cooks much the same dishes all year, so it has few new images to post. The text cards fill those weeks.
A restaurant lives on filling tables, so its ad invites everyone.

The brand

The eight in the logo is two links of a chain

On an Argentine grill, the grate hangs from a hand-cranked chain that raises it away from the fire or lowers it into the heat. Two links of that chain, one above the other, form the eight.

It works printed and branded into wood, like a hot-iron stamp on the serving board.
And a usage sheet showing which version goes on the board, the napkin, the sign and the matchbox, and at what size.

The mark applied to a serving board, a napkin, a metal sign and a matchbox

In motion

Animated logo and Reel

A four-second animated logo and a fifteen-second vertical Reel, made from the same four images and the same system. The logo starts as an ember and ends with the last O lit.

The Reel cuts on a two-second beat. Each dish comes in with its own movement, and the text never lands where Instagram's interface covers the screen.
It closes on the logo, so the Reel ends on the button to book a table.

Consultas y reclamos: por escrito, mediante el formulario de contacto o a marcos@markt.com.ar. Área responsable: Atención al cliente — Marcos Tineo. Horario de atención: lunes a viernes, de 9 a 17 h (hora de Argentina). Plazo de respuesta: 48 horas hábiles.

Enquiries and complaints: in writing, through the contact form or to marcos@markt.com.ar. Responsible department: Customer Service — Marcos Tineo. Service hours: Monday to Friday, 9:00 to 17:00 (Argentina time, UTC-3). Response time: 48 business hours.

Defensa del Consumidor: Ley 24.240 · Defensa del Consumidor de la Nación (autoridad nacional de aplicación)

Consumer protection: Law No. 24.240 (Ley 24.240) · Defensa del Consumidor de la Nación (national consumer protection authority)

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