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1925 Vermutería

1925 Vermutería

Brand strategy
Naming
Verbal identity
Visual identity
Hospitality applications

A contemporary gastrobar inside the METT Hotel Barcelona

1925 Vermutería is the gastrobar at METT Hotel Barcelona, ​​conceived as an urban social space that reinterprets the Catalan tradition of vermouth and tapas through a modern lens.

The project stems from a very specific context: a historic building with a strong symbolic presence. Rather than turning that heritage into a nostalgic exercise, the challenge was to translate it into a living brand, designed to operate as a destination in its own right, with its own rhythm and a clear proposition for both local audiences and visitors.

A brand designed
to activate,
not to be contemplated.

From the outset, 1925 Vermutería was conceived as a space for engagement. It is neither a mere waiting area nor a passive hotel amenity, but a venue designed to foster activity, conversation, and repeat visits. The brand strategy is built around the culture of the aperitif and the act of sharing: a steady stream of tapas, drinks served without ceremony, and a bar that serves as a social hub. Its positioning seeks to recapture the spirit of the Catalan bar—open, approachable, and full of life—without literally replicating traditional tropes or resorting to nostalgic clichés.

Natural elegance,
unaffected

The name “1925”—referencing the building’s founding year—serves as the starting point for a visual identity rooted in classic elegance, yet reinterpreted through a contemporary lens. From this foundation, we developed a graphic system specifically tailored for dining and hospitality environments, designed to integrate seamlessly into the space without resorting to purely decorative or obvious elements.

Typography, color, and graphic elements are handled with restraint, seeking balance, readability, and genuine coherence across all applications. The goal is not to impose an aesthetic, but to complement the venue’s atmosphere and reinforce its character—creating a solid, recognizable identity designed to endure beyond fleeting trends.

From strategy
to experience

Starting from a clear strategic foundation, we developed a verbal identity designed to support the real-life use of the space. A voice that feels approachable, social and dynamic, aligned with the rhythm of the bar and the culture of sharing that defines the project. The language is built around clarity and naturalness, avoiding clichés and prioritising direct, intentional messaging that works in everyday situations. Rather than acting as a decorative layer, the verbal identity functions as a tool that reinforces brand consistency across every touchpoint and helps create an experience that feels cohesive and recognisable.