LYA restaurant

The Melon

LYA is not just another restaurant in Madrid. It’s a dinner show designed for a sophisticated audience, blending high-end dining with entertainment. The challenge? To create a brand identity and narrative that would connect emotionally with guests.

What we cracked

The brief highlighted two essentials:

1. Craft a story that guests could actively engage with.
2. Build a visual identity with electric blue as its core.

We discovered an insight: in today’s age of hyper-productivity, guilt sneaks into our downtime and prevents us from truly enjoying it. LYA had to be the antidote to that guilt.

The Juice

We positioned LYA as Madrid’s guilt-free zone with a bold and magnetic identity.

• Narrative: A clear purpose—empowering guests to enjoy themselves without guilt. LYA became an acronym for Love Yourself Always. We created the brand manifest:

“Everything’s better when we accept ourselves.
And you’re here to prove it.
Before walking in, we let go. We accept whatever comes.

If we end up tipsy or moody,
if a Tuesday takes us from afterwork to nightclub, if we dance all night or turn into couch potatoes, if tomorrow we freak out at the bank statement—
we don’t overthink it. It’s all perfect.

Because "la culpa fue del chachachá".
And it always will be.”

• Verbal Identity: LYA is an omniscient narrator—witty, ironic, and unapologetic—who echoes guests’ guilty thoughts only to flip them on their head with confidence and humor. Because we’ve all been there, and we all deserve to enjoy without guilt. Time to ditch the mea culpa and embrace the sorry not sorry.

“I should be prepping Monday’s meeting instead of sipping this cocktail.”

“With what I just spent on this dinner, I could’ve covered this month’s utilities…”

‍

• Visuals:
  • Typography: Belle de Mai—elegant yet sharp, blending romance and modernity.
  • Colors: Klein blue as the protagonist, with black, white, and lime accents.
  • Textures: Metallic finishes, evoking luxury and allure.

The Flavor

The result is an extravagant, playful, and unexpected brand identity that sets LYA apart from Madrid’s restaurant scene. With a seventies glam aesthetic, it redefines what a dinner show can be: a place where guilt is left at the door, indulgence is celebrated, and guests are invited to love themselves, always.

‍

Cooked up with our former studio, WANNA.

‍