Avenida

I was brought on to create a complete brand identity for Avenida, a modern Latin kitchen concept that draws inspiration from the vibrant world of Latin street food. My role encompassed the design of the logo, menu, and overall visual identity, aiming to capture the joyful yet hardworking spirit of the Latin culture.

Project Goals:

• Develop a distinctive, memorable logo that embodies Avenida’s ethos.
• Design a menu that reflects both the casual and sophisticated elements of the cuisine.
• Establish a cohesive brand identity that resonates with a broad audience, blending tradition with modernity.

Challenges and Solutions:

The challenge was to balance the rich cultural heritage of Latin street food with a modern, accessible vibe that would appeal to a wide range of diners. The Avenida logo, featuring a skeleton carrying a haystack, represents the restaurant's deep connection to family traditions and hardworking roots. The haystack symbolizes agricultural labor, emphasizing the authenticity and dedication to craftsmanship that comes with preparing meals rooted in heritage.

What makes this logo unique is that it connects to the broader cultural experience of Latin America without leaning heavily into the imagery typically associated with Mexican restaurants. Instead of using familiar Mexican symbols, the skeleton character, with its humble task of carrying a haystack, highlights a universal story of hard work, resilience, and joy across many Latin cultures. This helps Avenida stand out as a Latin kitchen with family ties, while avoiding the common Mexican-themed motifs, creating a broader, more inclusive Latin identity.