Dot Design

Creative Agency

Pinche Pinche Mexican Restaurant – Brand Identity

By Gareth Coxon, September 15, 2011

 

 

It doesn’t get much tastier (well for us at least) than getting your teeth into a new brand identity project. Add into the mix that it’s the development of the branding for a new Leeds based mexican restaurant Pinche Pinche and we were salivating.

We were invited by Brian Hawkins (Commercial Interior Designer at Casabella Designs ) to quote for the design work. Brian was overseeing various elements of the project in it’s initial stages and a new brand identity, signage design and printed menus were needed.


More about Pinche Pinche

Pinche Pinche is the brainchild of owner/head chef, Simon Heath. After spending a year working in Mexico City and living next door to a Taqueria, Simon was completely smitten by their tacos and was determined to bring the joys of Mexican street food to good ol’ Leeds when he returned to the UK.

Pinche Pinche is a relaxed and fun restaurant with prices designed to please your pocket. All our food is freshly prepared using authentic Mexican ingredients wherever possible. With our inspiration drawn from the street food that is eaten every day throughout Mexico, this is food that is designed to be eaten with your hands so don’t be shy – get stuck in!”


The Design Brief

Part of the initial design brief was to include a ‘kitchen boy’ character as ‘Pinche Pinche’ roughly translates as ‘damn kitchen boy’ which can be meant abusively or affectionately. The client liked this as it picked up on the unpretentiousness of their food and communicated ‘good honest, mexican grub’. We were told that the kitchen boy could possibly feature with a chef’s hat, apron, and ‘sweating a bit’. Hence some of the development work below featuring a character based on this description.

One area Dot Design suggested be explored was the idea and visuals surrounding  The Day of the Dead hence incorporating the skulls and decorations associated, this can be seen in design concept 2 below.

Below you can see the initial concept work for the main brand identity, signage, menu and projected sign that would stick out from the side of the restaurant. As well as the final design for the identity and other materials…

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Initial Logo Design Concept No: 1
Restaurant signage, projected sign and identity design

Alternative colour options:

Close up of proposed signage…

Close up of projected signage…

 

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Initial Logo Design Concept No: 2
Restaurant signage, projected sign and identity design

 

Alternative options:

 

Close up of proposed signage…

 

Close up of projected signage…

 

Close up of proposed and preferred identity…


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Initial Logo Design Concept No: 3
Restaurant signage, projected sign and identity design

Alternative options:

 

Close up of proposed signage…

Close up of projected signage…


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Initial Logo Design Concept No: 4
Restaurant signage, projected sign and identity design

 

Alternative options:

 

Close up of proposed signage…

Close up of projected signage…

 

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Selected brand identity and signage design from initial 4 design concepts:

 

 



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Final Designs

Revised colour palette and final main identity:


Signage in situ:

 

One colour black version:

 

Menu Design:

 

Make sure you checkout the Pinche Pinche website > pinchepinche.com , or follow them on Twitter

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5 Comments
  1. Jon Beech

    How excellent to publish the process of achieving such a great brand id. And brave of you to show your working out. It’s a conversation that was well worth publishing, and is a credit to all concerned.

    Glad you didn’t settle for the lego-chef btw. It looked like the product of an unholy union between the happy eater and a little chef…

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