“Tapatío” is the name given to people from Guadalajara, just like the founders. The sauce has medium heat, and is made with red peppers, vinegar, garlic, and spices.

Tapatío is a Mexican Spanish colloquial term for someone from downtown Guadalajara in the state of Jalisco, Mexico's second largest city. It is also used as an adjective for anything associated with Guadalajara or the highlands of Jalisco.

I started with building a moodboard with the keywords that would describe the vibe of the restaurant.

I started sketching a few logo directions based on the mood board and word list.

Tried a few logo illustrations and finalized this direction.

Defined Clearspace, minimum size, colors, typeface and logo variants for the brand.

Illustrated custom icons to be used in interactive menus and branding overall.

Worked on the restaurant's look and feel including packaging and other collaterals.

Designed the interactive menu for the restaurant to be displayed on the tablet.

Decided the key points to be displayed on the restaurant's website. A way to display clearly the two locations and its' reservations. Also to promote the events that they hold at each location on their website along with their social media handles.

Piñatas are commonly associated with Mexico and are a traditional part of mexican culture.
The intention was to create a virtual Piñata to revive the culture and tradition which goes very well with the restaurant’s concept of fun and family.