my role: naming & brand tone of voice.
Have you ever seen a woman having dinner by herself? Or enjoy a dish of lentils while sitting in the bar? Probably not. Most of the time, she’s just “cheating” her stomach with yogurt.
The relationship between women and food is a thing. A big thing. Through this project, I had the opportunity to share my thoughts about it with the world. Big thanks to Tiquismiquis Design Studio for bringing this chance to me.
When food became a “cool” thing, it stopped being a woman’s thing. Being a chef or enjoying a good menu turned into a man’s world. Ana and Guada know this too well. As head chefs, they’ve seen what’s going on inside the kitchen with the men and outside in the bar with the women. They wanted to change it, creating their own restaurant.
When food became a “cool” thing, it stopped being a women’s thing. Being a chef or simply enjoying a good meal became part of a man’s world. Ana and Guada know this too well. As head chefs, they’ve seen firsthand what happens both inside the kitchen with men and outside at the bar with women. So, they decided to change the game by creating their own restaurant.
Around this idea that recuperates our space in the kitchen and food worlds, I found the typical Spanish sentence “Juan Palomo, yo me lo guiso yo me lo como” that we literally translate as “I’m Juan Palomo, I cook it myself, I eat it myself“. This famous expression speaks about a man that he’ll do it all himself, from start to finish. Actually, the thing that Ana y Guada does all the time. If we turn the sentence to the female. Tachán! Here is the naming.
Juana Paloma, ella lo guisa y ella lo asa.
Even though neither of you is Juana or the other Paloma, you are both chefs who handle it all on your own. They create this because they want to see more women enjoying a hearty stew at the bar or gathering with friends to share a good puchero. This name is a modern twist on Juan Palomo, because we too can manage things all by ourselves.
Design Studio: Tiquismiquis Club