Pre-launch brand strategy for La Barquette, the new meat bar in Madrid's Malasaña neighborhood.
I defined the brand strategy for La Barquette before it opened: a meat bar in Malasaña that serves meat on a tray with fries and sauces to be eaten with tongs.
Client
La Barquette
Sector
Hospitality: meat bar
Market
Malasaña, Madrid
A meat bar in Malasaña inspired by the steak-frites spots of London and Paris.
La Barquette is a "meat bar" in Malasaña, Madrid. Meat is served in a small tray or barquette along with fries, salad, and sauces, and is eaten using tongs.
It takes the concept of steak-frites from London and Paris and adapts it to a more casual format. The business was launched by three partners who transitioned from selling hospitality technology to opening their own venue.
The challenge: sounding premium without seeming expensive, and fast without seeming like fast food.
The brand had to convey quality without making anyone think they would be overpaying.
It also had to work in a photograph, since the tray is the primary reason for coming in. And it had to find its place among the meat offerings already available in Madrid.
What I defined in La Barquette’s brand strategy: audience, space, experience, and ritual.
I analyzed the Madrid market, the competition, and key benchmarks from Spain and abroad. Based on this, I defined the positioning: accessible premium - what the press now calls a "meat bar."
I outlined four customer profiles, including the couple looking for an easy, worry-free outing, the foodie seeking the perfect photo, and the tourist wanting something quick and unique.
I developed the space and the customer experience: a concept somewhere between a European bistro and fast-casual dining; materials like dark wood and metal with burgundy accents; and the layout of the premises and the customer journey from the entrance all the way to the ice cream at the exit.
I also defined the "tray ritual" as part of the brand identity: the tray always set up the same way, the use of tongs, and the ice cream served at the end.
The result: Malasaña’s new meat bar opens with a clearly defined brand identity and press coverage.
La Barquette opened in Malasaña in September 2026, and the food press is already hailing it as a new way to eat meat: served on a tray, eaten with tongs, and finished off with an ice cream on the way out.
In the strategy, I defined this ritual as part of the brand identity, precisely the aspect highlighted in the articles. The venue opened featuring wood, steel, ceramics, and leather in shades of wine, chocolate, and cream, adhering to the material and color palette I had proposed.
From my Barcelona-based studio, By Grá Design, I develop brand strategy, naming, branding, and websites for restaurants and bars across Spain.
TheCloudStudio designed La Barquette’s visual identity based on this strategy, while 27 Studio handled the launch communications.
At a restaurant chosen based on a photo, the strategy begins with how the tray arrives at the table.
Client Words
I first met Itziar years ago when I was her teacher, and it has been a joy to watch her grow as a professional.
I try to collaborate with her whenever I can because she perfectly understands my needs and possesses a rare talent and that is coming from someone with 20 years of experience in the graphic design world.
She is sensitive, organized, methodical, and highly professional.
Sergio Puertas