Estraza is a new concept for an establishment where quality fried fish served on trays lined with kraft paper is the specialty.

We took the Spanish name for the type of paper from these trays (“estraza” = “kraft”): emphatic, clear, direct, and unpretentious. From there, we created a visual identity able to be franchised which is strong, likable, and very iconic. The development of a claim, along with concepts inherent to the fish frying business for the establishment’s launch, rounded off and enriched the brand image.