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packaging design
Illustration
branding

WAHACA
Visual Brand Identity

The Backstory
I was riding past one of these restaurants, and I had a sudden rush of creative energy to play about rebranding this eatery. Their current brand identity features bold geometric shapes, a colourful palette and an angular font. However, their logo was the initial driving force for me to play with this brand.


The ObjecTIVE

Create a hypothetical visual brand identity for the well-known and vibrant brand. Utilising the bright and the bold accents of their existing branding, whilst adding in cultural references linking the brand as a whole.

The LOGO

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CURRENT LOGO

MY REBRANDED LOGO

The Thought Process

Taking away the illustrative aspects and leaving just the brand name. The current logo font tells me the brand is bold, angular and something a bit different. But it does not outright say to me that it is a Mexican Restaurant.

 

Some might say simplistic fonts are in and old-school, traditional fonts are out. But I say, fonts have the opportunity to say so much more than we often enable them too. My approach led me to use a font, that’s current yet still brings a feeling of Mexican Culture.

The drop-shadow effect was my replacement on the zig-zagged underline. What was quite a flat feeling logo, now has a 3D feeling to it. Creating this impression it is rising out of the page to pull you in.

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INTRODUCING the bones behind the brand 

When I studied WAHACA'S social media channels, I noticed they would occasionally bring out a Calaca which is 'a figure of a skull or skeleton commonly used for decoration during the Mexican Day of the Dead'.

Despite, it trying to look charming. It did bring a bit of a horror character vibe. So, I played on the beloved character a bit and with some illustrations I made it look less scary and more of a cheeky chap.

COLOUR SCHEME

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The colour palette takes inspiration from Neal's Yard, London.
A bright and vibrant area with fun shops and restaurants.

FONTS

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The primary font was used for all of the headings and sub-headings. Whilst the secondary fonts was used for complimentary accents.

MOCK-UPS

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