Rubens Arepas – A Taste of Venezuela in Berlin
Bringing Warmth, Color, and Community to Life
Rubens Arepas isn’t just a restaurant—it’s a place where food, culture, and community connect. For this project, I teamed up with their crew to craft a visual identity that captures the heart of Venezuelan cuisine: vibrant, welcoming, and full of life. From mouthwatering food photography to a thoughtful social media strategy and overall aesthetic direction, we worked to create an experience that’s about more than just great food—it’s about the feeling you get when you walk through the door
A Color Palette Inspired by Culture
To truly capture the lively spirit of Latin America, we blended vibrant and pastel tones. The bold, tropical hues reflect the warmth and richness of Venezuelan cuisine, while the soft pastels add a modern, fresh, and slightly unexpected vibe. This mix of colors mirrors the perfect balance Rubens Arepas strikes—honoring tradition while embracing innovation in every dish.
Food Photography – Making Flavors Pop
When it came to capturing the food, I wanted every shot to make you hungry. Here’s how we did it:
Natural light to highlight textures and keep everything looking fresh and vibrant.
Close-up shots that make the dishes feel rich, detailed, and impossible to resist.
Clean, intentional compositions that let the food take center stage.
Playful props that subtly nod to the ingredients and cultural roots behind each dish.
Beyond Food – Capturing the Heart of the Experience
Rubens Arepas isn’t just about the food—it’s about the warmth, culture, and connections that happen here. That’s why I made sure to capture the full experience: the energy of the kitchen, the smiles of the team behind the counter, and the joy of sharing a meal together. These lifestyle shots add depth to the brand’s visuals, showing the sense of community and belonging that makes Rubens Arepas so special.
Social Media Strategy
Working with Rubens Arepas to create a social media presence that’s as vibrant and inviting as the restaurant itself. Here’s how we brought it to life:
Mouthwatering food photos that stop you mid-scroll and make you crave every bite.
Behind-the-scenes glimpses that highlight the team’s passion and dedication.
Interactive posts that encourage customers to share their own stories and experiences.
Using Reels to Connect with the Community
To bring the community even closer, we added Instagram Reels to the mix. These short, dynamic videos let us share the heart and soul of Rubén’s Arepas in a way that felt authentic and fun. From behind-the-scenes peeks at the kitchen to spotlighting special dishes and real customer moments, Reels became a way to show the energy and culture that make this place so special.
The format was perfect for capturing the vibe of the restaurant—quick, lively, and full of personality. Not only did it keep our content fresh and relatable, but it also helped us build a stronger bond with our audience. Through Reels, we celebrated not just the food, but the people and stories that make Rubén’s Arepas truly one-of-a-kind.
Follow Rubens Arepas 🍽️
📍 Berlin, Germany
📅 Working together since [2023]
📲 Follow us on Instagram: @rubensarepas
📅 Working together since [2023]
📲 Follow us on Instagram: @rubensarepas
