A YouTube channel for the curious cook.
Que Bueno Taaa!, which translates to 'It's so GOOD!' is a YouTube channel created by Luis Kalaf. Born in the Dominican Republic, he moved to Spain looking to broaden his professional horizons. After years of feeling burned out from his 9 - 5 jobs, he decided to venture into a completely new career in cooking after discovering how his passion for this art just grew as he felt more and more connected to home.
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Creative Direction, Brand Styling
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Luis Kalaf
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Bacelona, Spain
QueBuenoTaaa! is a love letter to his grandmother 'Ita', who from an early age used him as his assistant in the kitchen. It wasn't until almost 2 decades later that this passion remained dormant until he was forced to rely on himself to cook his meals whilst abroad. This made him realize that the kitchen was a great place to get inspired and express your love to those closest to you and decided to spread the message to the whole Spanish-speaking world.
Brand Styling
Luis's channel had a familiar feel for those of us who are well-versed in Spanish-Caribbean cuisine. To capture this essence, we designed a logo that looks somewhat unfinished, yet still provocative. We created a unique font for the logo and emphasized it with heavy strokes and shadows to highlight the playful and dynamic nature of the branding. In addition, we also incorporated different tablecloth textures, reminiscent of the ones found in Luis grandma’s kitchen, and ingredient/lifestyle shots with heavy contrasts and grainy textures, to accompany the logo and other typography-heavy assets, creating a nostalgic interplay.
Colors
Luis's recipes are bold and full of contrasting flavors that are expertly balanced to create a culinary experience like no other. To reflect the unique charm and glory of his dishes, a carefully selected color palette has been used. These colors have been inspired by the vibrant hues found in Luis's kitchen staples, and they serve to enhance the visual appeal of his culinary creations. From vivid yellows and deep reds, the colors used in Luis's recipes are a feast for the eyes and a reflection of his passion for cooking, so the color palette was encouraged to be extravagant and dynamic.
Typography & Thumbnails
We chose Heavitas for the typography of the channel. The poster font works well with the logo and brand assets without overpowering them, especially when used with strokes and shadows. Our choice of font was important in terms of branding and increasing engagement on YouTube. To accompany Heavitas, we added Mondeur as a secondary font, to add playfulness to social media assets and other marketing materials.
How I Helped