Restaurant Esperit Roca's identity borrows the espantabrujas, a clay ward against evil

Visual identity and space design for Restaurant Esperit Roca, where the identity had to live in the space and its supports rather than as a surface graphic.

The espantabrujas-derived system is applied to the space and its supports using the same materials and finishes as the furniture and architecture — concrete, wood, bichromated metal and fabrics — achieving full integration of identity and room.

Bronze Award in Design Spatial Design at the ADC*E 2025 awards.

For Restaurant Esperit Roca — the restaurant of El Celler de Can Roca — Barcelona studio Run and Banyoles studio Carulla built a visual identity and space design on a single rural object: the espantabrujas, literally a 'witch-scarer', a clay piece traditionally painted with a lime diamond and used in rural homes to ward off evil spirits.

That charm became the construction logic of the whole graphic system, and the system was then pushed into the room itself. The identity is applied to the space and its supports using the same materials and finishes as the furniture and architecture — concrete, wood, bichromated metal and fabrics — so graphics, furniture and building read as one continuous gesture.

The work took a Bronze Award in Design Spatial Design at the ADC*E 2025 awards.

The espantabrujas ties a contemporary restaurant to the rural material culture of its setting, giving the brand a story no stock identity could supply.

Specifying the identity in the architecture's own materials makes the brand impossible to peel off — it is the room.

A single folk object as the generative system keeps every touchpoint, from graphics to finishes, coherent.

Root a brand identity in local material culture: a folk charm gives a restaurant a story told in the same concrete, wood and metal as the room it furnishes.

The project was awarded Bronze in Design Spatial Design at ADC*E 2025, listed by the Art Directors Club of Europe alongside shortlisted spatial-design work from Vilnius, Kyiv and Cologne.