The José Andrés Group, originally founded in 1993 as Think Food Group, has rebranded to reflect its mission of using food to transform the world better. This transition aligns with the group’s core values and its diverse range of eateries, which encompass various cuisines, cultures, price points, and service philosophies. Offering unparalleled culinary experiences, the group operates two 2-Michelin-starred restaurants, innovative small plates restaurants, fast-casual cafes, and food halls.
The former logo featured a confusing icon that looked like an egg with a battery or Wi-Fi signal indicator and had an excessive number of words. The new logo’s eye-catching blue hue and playful double exclamation marks make it instantly more engaging. The wordmark is set in a unique typeface with an angular serif designed by Jordi Embodas to enhance sophistication.
One important aspect of the logo is its versatility; it can be reduced to just the exclamation points or the streamlined “¡JA!” form. Javier Limón, a music producer, created an audio mnemonic based on this minimalist approach. The Spanish “Ja” (which means “Ha” in English) means “laugh,” adding a joyful, approachable quality to the brand’s identity.
The Mieres custom typeface, named after José’s hometown, perfectly captures the brand’s core values of activism and beauty. The typeface offers more texture and variety in stencil and normal serif styles. The serif’s crisp lines and sharp angles reflect José’s creative and precise culinary endeavors.
Vibrant colors are another element of the new visual identity that reflects the group’s welcoming and dynamic nature. These hues create an engaging and inclusive narrative, further enhanced by bold fonts and well-placed photography. The design emphasizes José’s influence on the international culinary scene while paying homage to his Spanish heritage.
By rebranding more authentically, the group aims to represent José’s dynamic and diversified influence. The goal of articulating a brand as inspiring and unifying as José himself motivated this rebranding initiative. The updated logo communicates Chef José Andrés’ bold and captivating personality in addition to the commercial side and scope of the food empire.
The logo’s two exclamation points (¡!) symbolize José’s lively personality and rich cultural background. This design decision gives the brand a youthful, inventive feel, as does Javier Limón’s audio logo. The collaboration with typographer Jordi Embodas produced a custom typeface that combines change, community, and creativity—three essential elements of José’s brand identity.
The new brand is clear across various applications and platforms and maintains a dynamic yet consistent visual language. Its updated appearance guarantees a unified and captivating presence across printed materials and digital interfaces. The bespoke typeface’s adaptability and the logo’s flexibility enable innovative uses while adhering to the brand’s essential principles.
The refreshed corporate identity marks a significant turning point for the group and aims to convey José’s influence more fully. This new identity strategically expresses the brand’s vision and values more effectively than merely updating its look. Together, the striking colors, dynamic fonts, and well-considered design elements create a brand that is both contemporary and timeless.
