Ay Guey Modern Mexican Food
Complete development of brand inspired by bold colors and Day of the Dead imagery. Creating a whole experience through fun graphics to sell some delicious food.
Scope of Work
Branding development: Logo, branding guidelines, color palette, secondary illustrative elements, website design, apparel design, posters, wall decals, digital menus, print menus, social media animations.
What Was The Value?
Although this fast food joint did not last long, it wasn’t for a lack of trying. Before its official launch opened, we had interested parties in wanting to buy a franchise based off the branding and food menu.
What Did I Learn?
There is heartbreak in creating something so unique and full of various moving parts only to never truly come to fruition. Still, I bring the same energy and creativity to all my projects, this just had that extra fun aspect.
Branding
The basic premise was to create a colorful brand that was based on Mexican artwork inspired by Day of the Dead motifs. Secondary branding elements like a sugar skull and luchador mask eventually made their way into marketing materials. You can see other fun characters along the way like a skeleton couple riding a horse carriage. For patterns and backgrounds I was inspired by the traditional papel picado used as decorations for the Dia de Muertos celebrations.
Main logo
Secondary branding elements
Branding Guidelines:
Print Design
Once the branding guidelines, secondary patterns and colors were established, it was time to put it into practice with some posters, business cards, t-shirts and the website. Several promotional items were designed for marketing and soft opening events. The goal was also to have merchandise in the form of t-shirts.
Web Design
Unfortunately, the website had to be taken down before creating a video of it. The screenshots don’t do it justice as the site had some fun animations and dynamic aspects that flowed throughout. It complimented the rest of the brand very well. Some custom animations like the horse carriage were also developed for more engagement.
Storefront
Taking the branding even further to create a unique space, I created a mural and several decals to be installed on the inside and outside areas of the storefront. Eventually the store was to have several fun hints of artwork inside the store. Large decal promo posters were also designed and installed.
Social Media Animations
I wanted the social media posts to continue the fun aspect of the luchador. So, I made several animations promoting the restaurant and recorded the voiceover. The challenge here was to match the voice with the mouth. I had to create several different mouths to match the sounds in the audio. Challenging but happy with the results. In addition to the animated videos, I also created some fun gif animations to promote the breakfast burritos.
