Branding ​- The Big Squeeze Barcelona

Role ​- Creative Consultant and Designer

Objective ​- Brand Identity

The Challenge

​

Nestled down a lesser-known side street in Barcelona, The Big Squeeze faced the classic “hidden gem” dilemma. With a city already bursting with places to grab a bite, they needed more than just great food — they needed a brand that could sing. A vibrant identity that could connect with the art-obsessed, music-loving, graffiti-snapping crowd who crave something a little bit extra. The challenge? Create a brand that not only reflected their love for global culture and street art, but also built community, curiosity, and foot traffic.

The Solution​

​

Inspired by the raw energy of the streets, underground gigs, and theatre culture, I rolled up my sleeves (literally) and went fully hand-drawn. Every visual element from the patterns to the icons was illustrated from scratch. No polished stock graphics here. We blended halftone textures, paint splashes, broken lines, and graffiti-esque fonts to reflect the brand’s unfiltered artistic soul.

​

The concept extended beyond just visuals the entire brand needed to feel like a creative playground. The menu became a stage set, each item a character. The tone of voice? Charismatic and cultured with a splash of cheek. The design system we built was layered, expressive, and intentionally imperfect much like great art itself. It also allowed for seamless integration into digital, social, and physical spaces, ensuring the vibe never misses a beat.

The Result

​​

The Big Squeeze didn’t just open; it popped. The brand’s unique aesthetic drew crowds, turned heads, and brought attention to a side street many had ignored. Locals and travelers alike now stop in not just for a killer sandwich or juice, but for the experience. The space became a hub for creatives, musicians, and urban wanderers even drawing enough buzz that the founders received a buyout offer they couldn’t refuse.

​

They’ve since packed up and hit the road, planning a global expansion of the brand with yours truly continuing to shape its evolving identity across borders.

​

​This project spoke directly to my own passions — a deep love for all forms of art, music, and cultural storytelling. Having studied fine art, I found myself right at home in a world where creativity wasn’t polished, it was sprayed, splattered, and performed. Designing for The Big Squeeze felt like collaborating with the city of Barcelona itself — gritty, bold, and full of rhythm.