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.
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.