Arrels is a modern Spanish restaurant by award-winning chef Pepe Moncayo, whose culinary philosophy is deeply inspired by his Barcelona heritage. Rooted in tradition and fueled by open-fire cooking, Arrels embodies the warmth of Mediterranean hospitality. Inspired by the Catalan word arrels, meaning “roots,” the concept expresses connection: to culture, to craft, and to the shared human experience of gathering around fire. Every detail, from the custom logotype to the visual language, reflects warmth, authenticity, and refined simplicity.

Hand-hewn illustrations and time-worn textures evoke the elemental artistry of open-fire cooking, while crisp typography and earthy, natural tones ground the brand in modern sophistication. The custom logotype, inspired by the charred geometry of matchsticks and burned wood, serves as a subtle tribute to both the restaurant’s name and its culinary heart.

Arrels’ voice and visuals come together to create a brand that feels genuine, approachable, and deeply rooted in culture. Warm, natural, and thoughtful in tone, the identity celebrates Chef Moncayo’s commitment to craftsmanship, inviting guests to experience tradition reimagined through the lens of contemporary hospitality.