Create a brand personality and identity for a Mexican cantina featuring a lively atmosphere, a small menu of casual favorites along side a robust 35-drink cocktail program of classic Mexican and contemporary American cocktails with an extensive list of tequila, mezcal, and fruit juices that are squeezed in-house daily.
After researching the competition, we noticed common motifs including sugar skulls, day of the dead references and luchador masks. Instead of delving into that familiar territory, we took an approach focused on creating patterns using the pepita, the Spanish word for pumpkin seeds, commonly used in Mexican cuisine.
The visual identity plays up the high energy and mood of a casual cantina frequented by a younger professional crowd. The patterns and bright colors help reinforce a food and beverage program that is topnotch but playful.