Hey Jess
Graphic + UX/UI Design

El San Luis

Logo and menu refresh for Mexican restaurant


Logo refresh and menu design for El San Luis Mexican Restaurant — a mom-and-pop restaurant in San Antonio, TX — looking to maintain their regular customers while attracting the influx of millennials in the area.

We softened and modernized the sombrero from the original logo and used it as the focal point for the new logo. We also modernized and brightened the colors (which are inspired by the interior walls of the restaurant), customized a playful yet legible font, and added a vintage effect to reflect the restaurant’s welcoming atmosphere and made-from-scratch food.

For the menu we re-organized the items so the most profitable items were where customers would read first, we used laminated paper that could be wiped clean, and made some other strategic decisions.