EL MEXICANO REBRAND
El Mexicano is a restaurant located in Saratoga Springs, NY. I was tasked with completely rebranding the restaurant's assets, including the brandmark, brand guidelines, menus, and social media posts.
I grew up in Saratoga Springs and frequented this restaurant—possibly a bit too much at times. The staff was always friendly, knew me by name, and served the tastiest authentic Mexican food imaginable. However, I faced one issue: recognition.
There was only one other Mexican restaurant in town that I wasn’t as fond of, but it seemed to have its fans. I tried it one day and found that the food wasn’t authentic or particularly tasty. It was simply well-branded for a younger audience that preferred trendy drinks and a fake-ivy wall with a neon sign meant for a backdrop of photos to post on social media.
Thus, the rebrand of El Mexicano was created to generate buzz for a restaurant that offers better food, values, and atmosphere.