Consultancy Silver has rebranded La Tasca Restaurants with a new identity it says reflects the passion of Spain.

Appointed in April directly on credentials Silver was asked to reposition the brand, which had not been redesigned since the company’s foundation in 1993.

 Silver chief executive Graham Dodridge says, ‘The new powerful red logo was designed to reflect the passion of Spain – from the art of Salvador Dali to the thrill of the running of the bulls and the fun of La Tomatina to the distinct characteristic of a rich Rioja.’

He adds, ‘The challenge was refocussing on what the brand stood for  which we helped them discover through workshops,’ adds Dodridge.

The old design was fit for purpose and referenced old Spain.' says Dodridge. He adds, "We have looked to make a fresh interpretation of classic Spain through Dali’s signature, a tomato splash and the blood red lips of a flamenco dancer.’

The identity will appear across a suite of stationary with menus and micro-sites being delivered to Silver guidelines but designed by other  consultancies, according to Dodridge.

La Tasca’s Windsor restaurant will be the first to bear the new brand this week, before a national roll out across its 65 restaurants begins.