Chicano

Building the brand identity of a modern Tex- Mex restaurant in Qatar

Chicano
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Qatar
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Chicano

Challenge & Approach

Tex-Mex cuisine is often confused with authentic Mexican. How might we create a brand identity that clearly positions Chicano as a Tex-Mex restaurant with a modern twist? Daya began the engagement with deep desk research on what defines a Tex-Mex restaurant. This gave us a headstart when facilitating a brand discovery workshop with the Chicano founders. After consolidating all the insights from the research and discovery sessions, we set off to 4 weeks of design explorations.

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Outcome

Daya created a brand identity system inspired by the vibrant and flavorful ingredients of Mexican and American Southern Cooking. Bold primary fonts set a distinct tone for the brand and are complemented by a vivid and celebratory color palette.

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