Brand Development for El Borrego Tex-Mex
STRENGTH & FLAVOR
CONTEXT
El Borrego was proposed as a contemporary Tex-Mex restaurant in Hoboken, New Jersey. The brand identity needed to capture a modern, sophisticated character while remaining approachable and welcoming, reflecting both the elevated dining experience and the casual roots of Tex-Mex cuisine. As the principal designer, I oversaw every stage of the project, from concepting and brand strategy to final deliverables, including menus, business cards, and collateral.
CLIENT
El Borrego
YEAR
2018
ROLES
Graphic Design, Illustration
DESIGN APPROACH:
The client envisioned a distinctive illustration as the central brand mark. Drawing inspiration from the restaurant’s name, El Borrego (Spanish for “The Sheep”), I developed a stylized depiction of the North American Bighorn Sheep. This illustration became the anchor of the visual identity, symbolizing strength, tradition, and authenticity while fitting seamlessly within a contemporary design system.
