Client
Self-Directed [Student Work]
Self-Directed [Student Work]
Deliverables
Main Restaurant Menu
Auxiliary Menu
Carry-Out Packaging
Gift Certificate
Table Coasters
Main Restaurant Menu
Auxiliary Menu
Carry-Out Packaging
Gift Certificate
Table Coasters
Relevant Skills
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
Sabor de Vida is a newly established Hispanic bar & bistro that exudes a friendly ambiance; where patrons are treated with warmth and familiarity, fostering a sense of community over Latin beats, good food, and flavorful drinks.
This project was a branding exercise for a hypothetical restaurant of my own creation. From the beginning, my goal was to create a brand that reflected the ideas of togetherness and celebration, focusing on Hispanic culture and the value it places in friendship and community.
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This project was executed as a student work for my undergraduate degree, following the curriculum of an Advanced Typography class.
Foundational Iteration
I began the design process by ideating and executing several rounds of logo concepts, taking input from members of my target audience as well as my peers and mentors. The creation of the logo was the keystone from which I would build the rest of the brand material, which encouraged me to spend extra time creating and filtering through lots of possible options until I found the one that fit best.
I began the design process by ideating and executing several rounds of logo concepts, taking input from members of my target audience as well as my peers and mentors. The creation of the logo was the keystone from which I would build the rest of the brand material, which encouraged me to spend extra time creating and filtering through lots of possible options until I found the one that fit best.
Contextual Design
By deciding to create a warm and intimate atmosphere, I also created somewhat of a challenge for myself in terms of lighting and subsequent design visibility. With slightly dimmer lighting than your average restaurant, patrons who may have difficulty with their eyesight would struggle to read a menu with too little contrast.
By deciding to create a warm and intimate atmosphere, I also created somewhat of a challenge for myself in terms of lighting and subsequent design visibility. With slightly dimmer lighting than your average restaurant, patrons who may have difficulty with their eyesight would struggle to read a menu with too little contrast.
To remedy this, I created the restaurant's menu balancing color contrast with intentional letter sizing, testing prints several times under simulated conditions to ensure the design remained effective and readable while also blending into the restaurant's atmosphere.
Significance in Storytelling
As an American child of Latino immigrants, I often wonder if I'm losing touch with the culture I was raised in, acclimating to the modern American society that encourages egocentrism over modest altruism. With this project, I wanted to bring forward those core cultural values of community and envision a place where others like me can reconnect with and celebrate their heritage.
As an American child of Latino immigrants, I often wonder if I'm losing touch with the culture I was raised in, acclimating to the modern American society that encourages egocentrism over modest altruism. With this project, I wanted to bring forward those core cultural values of community and envision a place where others like me can reconnect with and celebrate their heritage.
More than anything, I wanted this brand to celebrate the Latin heart in a safe environment; to create a space that encouraged shared warmth and that welcomed anyone who wished to find belonging. Incorporating that story throughout the design process elevated the emotional significance of the brand, and created an identity that thrived by empathizing with the target audience.
Conclusions
This project challenged me to explore the role of typography in identity design, while also emphasizing the importance of storytelling and significance in the creation of a memorable brand. I was pleased to see that the brand offered a new perspective on what it meant to be Latino-American, using its imagery and emotion to highlight the inclusive warmth that is often at the heart of interactions with people of Hispanic origin.
This project challenged me to explore the role of typography in identity design, while also emphasizing the importance of storytelling and significance in the creation of a memorable brand. I was pleased to see that the brand offered a new perspective on what it meant to be Latino-American, using its imagery and emotion to highlight the inclusive warmth that is often at the heart of interactions with people of Hispanic origin.
Additionally, I believe the resulting collateral portrays a genuine reflection of the heartfelt story behind Sabor de Vida, while still remaining grounded in modern design principles with its strong typographic layout. While the project was completed on time and exceeded its technical requirements, I have recently returned to it with inspiration for more expansive collateral, which will be added to this page upon completion.