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WorkGraphic Design

A tasty new identity for a restaurant that mixes ham sandwiches with cycling culture

Barcelona design studio Forma & Co has created a tasty brand identity for a new concept of premium fast-food restaurant, specialising in 'cocas', which is baked bread with tomato and ham, and all centred around the culture of cycling.

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Ham on Wheels storefront with yellow signage, window display featuring decorative ham bicycle seats, and a cyclist passing by on the street

Aptly named Ham on Wheels, Forma & Co has created the logo and accompanying typeface, choosing a bright yellow colour palette that's used throughout the entire branding, including signage, coasters and menus. The studio has even designed graphical elements for the interior of the restaurant, led by designer Chu Uroz, such as decorative hams shaped as bicycle seats, hanging from the ceiling and road markings that are dotted across the flooring.

Via Behance

Ham on Wheels logo in a double-lined circle on a bright yellow background, with Barcelona text below the restaurant name
Bold yellow text reading Ham on Wheels, Catalan Premium Fast Food, the branding for a Barcelona cycling-themed restaurant
Ham on Wheels restaurant interior with yellow counter, hanging decorative ham-shaped bicycle seats, and cycling-themed floor markings in yellow and black
Ham on Wheels restaurant interior with ham-shaped bicycle seats hanging from ceiling and decorative wall art, with visitors below
Ham on Wheels branding displayed on hanging cured ham shaped like a bicycle seat, with yellow and white packaging and navy labels visible
Six yellow coasters arranged on a yellow background, each embossed with a bicycle wheel design, one featuring the Ham on Wheels logo
Open menu for Ham on Wheels displaying yellow and white branding with cycling-themed graphics and text layouts on bright yellow background
Plate of cured ham and toppings on white paper at a yellow and white counter inside Ham on Wheels restaurant, with hanging ham-shaped bicycle seat decorations visible above
Ham on Wheels Barcelona branding on a bright yellow panel in the restaurant's narrow corridor, with yellow bike lane markings on the floor and orange decorative elements on the wall
A narrow corridor with black and yellow striped walls, a white bicycle, yellow road markings on the floor, and a geometric pattern of orange and black tiles on the right wall for Ham on Wheels restaurant
Woman wearing Ham on Wheels branded black and white jacket stands in the restaurant interior near blue structural elements
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