Sin Cara
Camera-shy,
on purpose.
Overview
Sin Cara is a Colombian pop-up dinner night.
The chef behind it wasn’t comfortable in front of the camera.
Rather than work around that, I made it the idea. Sin Cara means “no face” in Spanish, and the chef in the identity never shows one.
The character
The chef always hides
behind something.
An empanada, a frying pan, a fish, a plate or an apron. The hat always stays visible, so the character is recognisable without a face.
Every pose is drawn in cobalt blue with a thick, slightly rough line, then cut out like a sticker.
Logo system
Two marks: the character and a hand-lettered wordmark.
The character works on its own when space is tight. The wordmark takes signs, packaging and social headers, and the two stack together as the full signature.
The lettering is brushy and slightly uneven, always in cobalt. One line does the shouting and the rest of the type stays plain.
Food
The chef turns up in every post without standing in front of a camera.
Stickers of the character sit on top of the food photography, so the food stays the hero and the chef stays anonymous.
In use
Orange, cobalt and the faceless chef on everything.
Aprons, tees and the sandwich board use the same three cues.
The kitchen shots follow the rule too: taken from behind, or from the neck down.
