SIMÓN LONDOÑO STUDIO REDEFINES FOGATA LLANERA WITH A BRAND IDENTITY ROOTED IN EMBERS AND EXPERTISE

Simón Londoño Studio has reimagined Fogata Llanera’s brand identity, placing embers and technical mastery at its core. The redesign highlights the restaurant’s pioneering role in Colombian asado llanero, blending ancestral fire traditions with contemporary design. The result is a distinctive identity that conveys warmth, expertise, and cultural authenticity.  

Fogata Llanera, a pioneer in Colombian wood-fired cooking since 2011, has unveiled a striking new brand identity crafted by Simón Londoño Studio. Known for its dedication to asado llanero—the plains-style barbecue that celebrates meat infused with the flavour of embers—the restaurant has long stood apart for its authenticity and reverence for tradition. The redesign seeks to elevate this legacy by focusing not on generic cultural motifs but on the technical expertise that has defined Fogata’s journey over more than a decade.  

The creative direction places wood and embers at the heart of the narrative, recognising them as the vital elements that shape every dish. “More than just grilling, we are experts in embers,” became the guiding principle of the project. This philosophy informed a visual and verbal DNA that communicates quality, origin, and mastery. The logotype draws inspiration from wood type, layouts echo the tactile feel of letterpress, and illustrations reference the bold contrasts of woodcut prints. Together, these elements create a language that is both rooted in tradition and alive with contemporary expression.  

The narrative extends beyond design to embrace the provenance of food, emphasising the native environment of each ingredient and the processes that define its preparation. By highlighting smoke, fire, and the ancestral techniques of nomadic cooking, the brand identity underscores Fogata Llanera’s role as a custodian of culinary heritage. Yet it also positions the restaurant as a leader in modern casual dining, differentiating it from competitors who rely on more generic interpretations of Colombian barbecue.  

This strategic repositioning comes at a pivotal moment for Fogata Llanera, as the brand expands into new platforms such as shopping malls and express points of sale. The identity had to be versatile enough to scale across diverse contexts while retaining its uniqueness and emotional resonance. Hand-painted murals and bespoke illustrations ensure that each space carries the warmth and individuality of the brand, imprinting a memorable experience for customers.  

The result is a brand that unites ancestral roots with contemporary ambition. It conveys not only the sensory richness of Colombian barbecue but also the technical rigour that has made Fogata Llanera a pioneer in its field. By placing embers at the centre of its story, the identity captures the essence of a cuisine where flavour is born from firewood and smoke.  

In redefining Fogata Llanera, Simón Londoño Studio has created more than a visual identity; it has forged a cultural statement. The brand now stands as a symbol of expertise, authenticity, and innovation, embodying the warmth of community and the mastery of embers that continue to inspire Colombian dining.