# Dualistic Culinary Identities Ingrid Picanyol Studio Designs PUR | IMPUR to Be Incredibly Elegant By Kalin Ned | Published 2019-01-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/culinary-identity References: [behance.net](https://www.behance.net/gallery/71274505/Purity-and-sin-explored-in-culinary-creation) & [ingridpicanyol](http://ingridpicanyol.com/#0) The culinary identity of PUR | IMPUR — a restaurant and cocktail bar in Barcelona, Spain, is produced in collaboration with Ingrid Picanyol Studio and LaGranja Design. The establishment is owned by Chef Nandu Jubany, whose cuisine required to be presented in a sophisticated manner through skillful visual choices. The name alone signifies the restaurant and cocktail bar has a rather dualistic quality. While ‘Pur’ means ‘pure’ and ‘Impur,’ in turn, hints at ‘impure,’ the culinary identity navigates the fine line between “heaven and hell.” Nandu Jubany’s business is spread on [two floors](https://www.trendhunter.com/trends/restaurant-and-lounge) — the restaurant on the main and the bar on the basement level. The clever name is to signify the cuisine’s purity and the cocktails’ alcoholic temptation. The logo that Ingrid Picanyol Studio and LaGranja Design provide is playfully versatile as the PUR version presents an angel’s halo which flips to signify devil’s horns in the IMPUR one. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 49% | Activity: 37% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Dualistic Culinary Identity:** Opportunity for restaurants and bars to create visually captivating and sophisticated culinary identities that play with contrasting concepts. - **Skillful Visual Choices:** Potential for designers and visual artists to assist culinary businesses in conveying the essence of their cuisine through creative and intentional visual branding. - **Playful Logo Versatility:** Innovation opportunity to develop versatile logos that can transform and adapt to convey different aspects and qualities of a brand's offerings. ### Who This Affects Most - **Restaurant and Hospitality:** Restaurant owners and hospitality businesses can leverage dualistic culinary identities to create unique and memorable dining experiences. - **Design and Branding:** Designers and branding agencies can offer their expertise in creating visually captivating and conceptually rich culinary identities. - **Culinary and Mixology Education:** Educational institutions and trainers can incorporate the study of visual choices in culinary and mixology programs to enhance students' understanding of the overall dining experience. ## Related on Trend Hunter - [Vibrant Spanish Meat Packaging](https://www.trendhunter.com/trends/onmi-design.md) - [Swedish Craft Restaurant Designs](https://www.trendhunter.com/trends/persona-restaurant.md) - [Grotto-Like Punctuated Restaurants](https://www.trendhunter.com/trends/cibaria.md) - [Blue-Toned Restaurant Lounges](https://www.trendhunter.com/trends/agli-amici-1887.md) - [Family History-Themed Restaurants](https://www.trendhunter.com/trends/lymbar.md) - [Fast-Casual Industrial Style Restaurants](https://www.trendhunter.com/trends/rale-milanga.md) - [Elegant Restaurant Interiors](https://www.trendhunter.com/trends/elegant-restaurant-interior1.md) - [Dominican Culinary Experiences](https://www.trendhunter.com/trends/brugal-1.md) - [Dual Interior Design Concepts](https://www.trendhunter.com/trends/design-next-agency1.md)