Santanas originally started as a homegrown latin food truck brand near Delray Beach, Florida that became so beloved over the years of serving delicious latin foods, that now it was ready to expand into a dine in restaurant space. The couple - Mr. and Mrs Santana, built this brand from scratch and they have a clear goal: To serve delicious Latin food & tasteful signature cocktails and for customers to have a good time at their new ‘home’.
The fact that the brand had started out as a food truck, brought several questions such as, if the brand would be considered premium...or would the brand be even taken seriously as a restaurant? They were also looking to stand out from other latin cuisine restaurants who really didn't pay attention to branding and had a more templated/cartoonish look to their brand. So it was very important for the brand to look classic, elegant, premium and welcoming.
A welcoming and premium perception of the brand in the eyes of the brand's existing and new customers.
The brief was very clear. We were headed towards a rebrand but we needed to keep the brand essence and its sentiments alive. While it was easy to envision grandeur in the restaurant, we had to keep in mind that the brand needed to seem welcoming even for those with a budget. So our design approach was to provide a clean, minimal style with hints of Art Deco and whole lot of tropical aesthetic which brought the right balance of premium and friendliness to the brand identity.
Brand Identity Design
Santanas Restaurant, Florida, USA