Project Overview
First let me say I'm extremely proud of this project because it was made in partnership with Inclusive Action– a local non-profit that offers training resources and micro-loans to small businesses, with a strong focus on local street vendors.
Churros Galeno was the first selected street vendor to receive a rebranding opportunity from this partnership. Some of the unique challenges for this project included that despite my ability to speak Spanish I am a lot more fluent in English. Another challenge was always being aware of the client's unique needs and how this branding would be utilized and the budgetary and technological constraints to implement the branding.
But this didn't stop Medardo from Churros Galeno from being 100% included in every step of the way as the decision-maker. Together we made a brand that included the style he wanted and one that was practical for implementation.
Project Type
Branding
Category
Restaurant
My Role
Graphic Designer
Brand Strategist
Special Thanks
Luis Moran from Inclusive Action for believing in this program.
The Logo
If you meet Medardo one of the things you realize is that he can be a burst of energy. One of the first shapes that I was attracted to during the exploration phase was the shape of the ends of the churro which felt dynamic (like Medardo's energy), abstract, and reminiscent of the LA sun.
Medardo was attracted from the get-go to more bold type so I made sure to choose one that stylistically was something he was attracted to. To push the type choice further I chose and customized one that resembled Mexican hand-lettering and old movie posters.
