Escanlo - Mexican Restaurant

Logo Design

The purpose of this company is to serve food that gives a sense of being home. Escanlo is a local business that serves Mexican food that opened a little over four years ago. This company stands for the sense of unity in the community by helping locals and supporting adoption shelters.

Task

For a recent creative endeavor, I was challenged to develop a comprehensive brand identity for a hypothetical business. Intrigued by the vibrant flavors and rich culture of Mexican cuisine, I decided to create a brand for a new Mexican restaurant.

Tools

Procreate, Wacom Intuos Pro, Adobe Illustrator, Adobe Photoshop, Miro.

Process

To gain inspiration for my restaurant concept, I conducted thorough research on popular Mexican restaurants in the Austin area. I visited several establishments, capturing visual inspiration through photography. This immersive experience helped me define the specific ambiance I wanted to create for my own business.

Moodboard

This mood board showcases the vibrant colors, intricate patterns, and iconic symbols of Mexican culture. It includes traditional elements like folk art and Lotería cards, as well as modern design styles. This will inspire our team to create visually striking and culturally authentic designs.

Sketches

To visually capture the essence of Mexican cuisine, I embarked on a creative journey of sketching. I explored various perspectives, drawing inspiration from the vibrant colors, bold flavors, and rich cultural heritage of Mexico. Through countless sketches, I delved into the heart of Mexican culinary traditions, from the bustling markets filled with fresh produce to the intimate family gatherings centered around a shared meal. By carefully selecting the sketches that most authentically reflected my personal connection to Mexican cuisine, I was able to distill the core elements that define this beloved culinary tradition.

Rough Drafts

To embody the heart of Mexican cuisine and evoke a sense of home, I ultimately selected sketches of the cempasúchil flower and the traditional molcajete, or mortar and pestle.

The vibrant cempasúchil, a symbol of life and death in Mexican culture, reminds me of the vibrant flavors and rich traditions that define Mexican cuisine.

The molcajete, a timeless tool used for grinding spices and herbs, evokes images of my grandmother's skillful hands as she prepared delicious meals, infusing them with love and care.

These sketches not only represent the essence of Mexican cuisine but also symbolize the warmth and comfort of family and home.

Round 2

For the second round of designs, I am focusing on refining the cempasúchil flower and mortar illustrations, while also experimenting with various typography styles to complement each element.

The cempasúchil, a vibrant and iconic symbol of Mexican culture, will be rendered in a colorful and expressive style to capture its beauty and energy. In contrast, the mortar and pestle will be depicted in a simpler, line art style, emphasizing its functional form and historical significance.

By combining these two distinct visual approaches and exploring different typographic treatments, I aim to create a visually striking and culturally resonant brand identity that reflects the rich heritage and delicious flavors of Mexican cuisine.

Round 3

For the second round, I've chosen to focus on the cempasúchil flower as the primary visual element for the restaurant, Cempasúchil.

This vibrant bloom symbolizes home, warmth, and the rich cultural heritage of Mexico. To capture its essence, I'm experimenting with an embroidered style, employing a colorful palette and bold typefaces to create a visually striking and memorable brand identity for Cempasúchil.

Final Logo Design

For my final design, I opted for a more minimalist approach to the flower illustration, while maintaining the vibrant color palette. To further enhance the design's cultural significance, and to make it easier for non-Spanish speakers to pronounce, I chose the name "Escanlo," which translates to "flower" in an indigenous Mexican language. I believe that this simpler aesthetic will make the brand more memorable and impactful.