Branding a Dream. Launch of George Lopez Chingon Kitchen Restaurant and Tequila Bar.

SITUATION

As a high achiever, George Lopez was continually on the hunt for the next big challenge. It was always a dream of his to open a restaurant, a place where families could gather and celebrate over authentic Mexican cuisine. When the opportunity to partner with San Manuel Casino presented itself, George knew he found a winner. The feeling and vibe at San Manuel Casino, just 60 minutes outside Los Angeles, is “all thrill.” From that dream, George Lopez’s Chingon Kitchen was born.

CHALLENGE

Successfully launch a new restaurant and create an authentic brand experience for guests.

SOLUTION

Our designs were inspired by George’s love for, and dedication to, his Latin heritage. “It is no secret that I am true to my Mexican roots, and I love great Mexican food,” said Lopez. “It has been a dream of mine for many years to open a restaurant, but it had to be a chill kind of place with great food, made to order, in a bitchin’ environment that celebrates my heritage.” We kept that in mind through every creative step of the project.

Our work started with mood boards. We searched for the look and feel of authentic Mexican cantinas. Warm woods, distressed metals and colorful murals inspired our color palette which consisted of rusty reds, golden yellows, and charcoal grays and flat black.
Next came the development of the imagery. Our talented illustrators created the “characters” that adorn the metal food tray liners, as well as, the walls in the restaurant. These images were chosen for their roots in Mexican heritage.

Our favorite part of the project was the creation of the menus. We designed the large overhead menu boards, as well as, the food and Tequila Lounge menus to resemble hand-drawn chalk boards. The use of multiple fonts along with lots of graphic icons gave the menus a casual feel, while always keeping in mind readability, and ease of ordering for the guest.

BENEFITS

A highly successful brand launch at San Manuel Casino has led to a location in Arizona, and another one in development in California.

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For more information, contact The Graphic Element – Laura Missioreck, COO/Founder: 310-798-2711 or [email protected]

For more information, contact Laura Missioreck at 310-798-2711 or [email protected].