Goal - Design a branding system for a taco restaurant
About - The restaurant is inspired by a warm and intimate tale of a courageous man called Gustav Chupova who has earned his culinary gift by traveling across Mexico and discovering the secrets of the land while finding himself through this journey. Bringing his character to life and his food so that his story can be shared with the world. Chef Chupova tells the story of the essence of Russian culture where unconventional ingredients are concealed recipes as the main characters for the famous Chef Chupova Tacos. A warm and intimate tale of a courageous man, Gustav Chupova who was born in Moscow and earned his culinary gift by traveling across Mexico and discovering the secrets of the land while finding himself through this journey. Chef Chupova's Taco recipes are from the heart of Moscow but with a taste of Mexico.
Approach: The restaurant wants to reach out to everyone, want them to enjoy their food, and immerse themselves in the full experience. It is a perfect place where you can hang out with friends and family to have a great time. I have used a lot of rustic feel through textures, colors & printing such as letterpress printing on the menus, packaging, type, and illustrations.
When creating the illustrations, did do a lot of research and studied the folk culture of both countries, how these two cultures have folk colors, motifs and their stories have many similarities.. and used them to my advantage and blended them to create fun playful illustrations for the restaurant. Also, created matryoshka doll illustrations that are often referred to as babushka dolls. In Russia, one would see them in different themes but wanted to give them a bit of a twist with Mexican flavor to them.
The restaurant Chef Chupova tells the story of the essence of Russian culture but with Mexican ingredients concealed unconventional fun recipes. Their food is from the heart of Moscow but with a taste of Mexico.
Results: Designed and art directed the brand identity, logo, graphical ancillary, branding, naming the restaurant, Illustrations, storytelling, copywriting & brand strategy