El Conejo
Branding System
Objective
My goal with this project was to design a branding system for a venue that people want to spend their special occasions in with a menu that authentically represents traditional Oaxacan food. I wanted to create the perfect balance of the comfort of traditional food in a high-end atmosphere.
Summary
The El Conejo brand brings warmth and the rural lifestyle to life. Hand-drawn rabbit and agave illustrations and a warm color palette create a sense of comfort and home. The three sans-serif typefaces and monochromatic color choices bring in elements of interest and sophistication.
Conclusion
I loved working on this project! As someone who grew up in the desert surrounded by Mexican culture, it was heartwarming to work with the rural Mexican elements for this project and trying to nail down the feeling of being on a ranch in the Mexican countryside. In the future, I would love to expand this project to include social media posts and more wayfinding signage. I’m envisioning the seasonal drink menus El Conejo would offer and events that might be hosted there. Creating those marketing materials would expand this project to new touch points.