Brand identity design
Brand Narrative · Visual Narrative System · Key Visuals · Concept Direction
Trocadero, The Vegan Lab
Where transformation happens.
Most people enjoy plant-based cuisine without understanding how it is created. They see the final dish, but rarely witness the exact process behind it. In fact, what truly defines the Trocadero concept is that invisible space: the precise moment when plant matter stops being a plant and becomes cuisine.
At the heart of Trocadero – The Vegan Lab lies this idea: the transformation itself is the experience.
01 — Insight
The name Trocadero comes from “to trade / to transform.”
The brand exists to reveal what usually remains unseen: the alchemy that turns the raw into the refined.
Trocadero does not represent nature as it is.
It represents the act of transforming it.
This is not a restaurant. Is a laboratory where metamorphosis unfolds before your eyes.
02 — Brand Narrative / The Role of the Brand
Trocadero exists in the space between what a plant is
and what it can become.
As a result, the brand is built on creative tension:
between natural and artificial, raw matter and elevated form, origin and final result. Consequently, the space, visuals and experience become one unified narrative system rather than isolated design choices.
03 — Narrative Big Idea
“The place where transformation happens.”
Space, team, visual language, and product operate as one unified system.
Nothing is decorative.
Everything is narrative.
Therefore, entering Trocadero is not about going out to eat. Instead, it is about entering a laboratory of the future, where plant-based food design becomes a visible process.
04 — Visual Narrative System
The visual identity translates the idea of transformation into a clear, modular and experimental language.
Shapes, textures and composition reflect the moment where vegetal matter evolves into cuisine.
In short, the system is not ornamental — it is conceptual, precise and intentional, designed for both physical and digital brand environments.
05 — Key Visuals & Applications
The narrative extends into every physical and digital touchpoint: exterior signage, interior wayfinding, menus, uniforms and environmental graphics.
Each application reinforces the same message: transformation is not hidden —it is displayed, framed and elevated.
06 — The Experience
La Trocadero
The place where the plant stops being a plant.
Trocadero offers an immersive experience where food preparation becomes performance.
The space functions as a transparent laboratory: open, geometric, luminous, and designed to showcase the process rather than conceal it.
Cinematic alternative:
The laboratory where change takes place.
03 — Narrative Big Idea
“The place where transformation happens.”
Trocadero exists in the space between what plants are and what they can become.
It’s a brand built on the tension between the natural and the artificial, the raw ingredient and the refined form.
07 — Brand Statement
A brand designed to reveal the magic occurring between the visible and the invisible. So, this is visual system that turns transformation into an experience. A space where cuisine becomes experimentation.
Trocadero doesn’t simply serve food —
it alters, elevates and redefines the plant world.
