24/05/2016
Que piensan ahora del rediseño de lodo de VIPS?
Hey moms and grandmas, get outta the way 'cause here come the Millenials.
Vips, the most famous Mexican casual family restaurant chain, with 50 years of experience and after being bought by the multi-brand restaurant operator Alsea, renews its image and concept to attract the new generation of youngsters.
The new identity is a complete change, it only maintains the oval in a more dynamic way and its classic red colour with a brighter tone and includes a vibrant yellow. They finally got rid of the senseless combination of the childish typography with rigid "V", which was the inverted "A" of Bodega Aurrera's logo (when the company belonged to this supermarket chain).
The new wordmark is custom form of the Futura typography with details on the letter 'i' and 's', and focuses on the 'i' and its yellow point, which represents a happy person and is the central part of the logo, just as the clients are the central part of the business.
There is not much to criticize because it is a simple design, I like what they did with the curve of the 'i', but the one in the 's' is a little forced, but it overall it is a fair change. No one can really hate this redesign and if you do.. do you really prefer the old one? Of course it is not the amazing thing we were all waiting for, but is fresher and friendlier while still looking commercial, and for some reason I get this American design vibe, kind of denny's and arby's.
But I think it will take more than a new identity to attract millennials and change its image of mom's breakfast place.
Moro photos and info. http://bit.ly/1s7wmeK