July creates a multi-faceted identity for tapas bar Taza Flores that represents its Moroccan origins

Taza Flores is a wine and tapas bar in Montreal that was established in 2004 by father and son duo, Gilbert and Harry Marciano. Their menu blends cuisine from Taza in Morocco, Gilbert’s place of birth, with Spanish influences.

The bar’s visual identity by local studio July combines a sense of establishment with mess, fun and noise, representing sharing food and having a good time. This idea informed an array of hand-drawn logotypes, a seemingly unbalanced yet dynamic type treatment, and a series of doodle.

The ‘vase’ illustration, which appears regularly throughout the identity, is inspired by a shape of pottery that is unique to Taza, Morocco. It was originally produced and sold in the souk’s of Taza in the early 1900s. It also creates a parallel with the French expression ‘prendre un pot’, which means and implies ‘to relax and have a drink’.

July