El Pibe has been part of Barcelona’s food culture since 1974, known for its unique Fast&Good concept that brought quality and speed together in a way that felt authentic to the city. After decades as a local icon, the time came to reimagine the brand for a new generation—one that seeks modern experiences while still valuing tradition. The goal was to evolve without losing the essence that made El Pibe a cultural reference point in the first place.
Drawing inspiration from Barcelona’s visual heritage, including the iconic posters of Freixenet and Codorníu and the vibrant atmosphere of La Boquería, we set out to design an identity that blended authenticity with modernity. The new brand reflects the cultural richness of the city while speaking directly to a younger audience through a more dynamic and contemporary aesthetic.
Today, El Pibe positions itself as a refreshed brand that reinterprets Fast&Good for a new era. With a vibrant visual identity, engaging packaging design, a seamless digital experience, and a warm, approachable communication style, the brand builds bridges between tradition and innovation. It resonates with modern audiences while continuing to honor its Catalan roots, ensuring that its legacy remains relevant and alive.
This rebranding strengthens El Pibe’s status as a Barcelona icon. By combining heritage with forward-looking design, the brand captures the spirit of the city: bold, authentic, and always evolving. Every detail, from visual elements to user experience, embodies a renewed commitment to serving fast, good food with a cultural soul.
