(Mexican restaurant / eatery)
El Cariñito is a mexican restaurant located in the downtown of Querétaro, México that asked me to evoke a laid-back marketplace atmosphere with hints of kitsch elements in their restaurant branding. In order to represent a traditional culture without shout out clichés in every element, this identity focused on what defines a typical restaurant as authentic, besides the food, the higher colorful aesthetics bringing folk into the next level of craftsmanship and vibrancy detailed in every aspect of the eating experience.
The smells, the humble elements in regular marketplace kitchens, the way people craft graphic communication by hand, and the particular language to express traditional ingredients, is the just a touch of the bunch of inspiration in México. Graphically speaking, from the lettering of Guadalupe Posada to the iconic Frida Kahló, through diverse signs in marketplaces and mexican golden age movie titles, have set accurately the right background to design the logotype and bring emotion to the commensals before they've started tasting their saucers.