I was in charge of completely overhauling the visual identity of this client’s brand and products, such as restaurant supplies, marketing materials, and merchandise. From a visual standpoint, I felt it was important to simplify the logo for a more relaxed and modern look. To balance the now toned-down logo, I chose to incorporate brush and water erosion-inspired textures to not only call to the coastal Baja origins of the brand, but also to add a visually-stimulating element to the brand’s overall identity.

In collaboration with the agency director, we established which aspects of the brand made it unique, which we then focused on for subsequent campaigns. To further differentiate the brand from its competitors, I assisted in crafting a story through the brand’s origin and identity; the Coastal Mexican Cuisine and Live Baja campaigns we created helped elevate the client beyond just a “typical” fast-casual franchise. I was the sole designer tasked with creating the visual narrative of these campaigns, among many others.