Guadalajara Grill

Identity Framework
Branding
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When the owner of Guadalajara Grill approached our marketing team for the Hukilau Marketplace - which is inside the Polynesian Cultural Center, he wanted a menu that included pictures of food they offer. We suggested that in order to make their signage look coherent, we can develop an identity framework.

BRIEF


Guadalajara Grill always amazes customers with their authentic Mexican food. To improve the customer experience and helping the brand stand out more, we needed to make sure that their signs and identity system convey the authenticity of their menu, while radiating the Aloha spirit of Hawaii's north shore.

MOOD BOARD


A mood board is a collection of images, typography, colors, texture and patterns that inspire the visual design of the identity framework. For this project, I extracted some design elements from existing restaurants and food places that depicts the style and feel we were looking for Guadalajara Grill.

COLOR


The selection of color was vital for the food truck and the owner, since it will reflect the product and service they offer to tourists coming through the Hukilau Marketplace. The primary color would be red and beige. Additional colors of blue and green are to be used to add variety to the visual system.

TYPOGRAPHY


Another aspect that needed to be considered was the selection of the typography. Since the Hukilau Marketplace is a place to experience the old Hawaii Golden Age era, the choice here were rustic fonts that mixes the vintage and nostalgic feel of the place. The typeface should also communicate the Mexican recipe the Guadalajara Grill is known for.

TOUCHPOINTS


For the menu, we created two menus for them; the regular printed menu and the picture menu. This image is the printed menu. Since the food truck has variety of products, we categorized their products through color contrast and hierarchy.

The picture menu was a solution to a challenge when guests and customers are not familiar with Mexican cuisine. When the owner wanted to include pictures on the menu board, we suggested that it would take a lot of space on a tiny board. So we made a picture menu big enough so people falling in line could decide while waiting to order.

This a-frame sign helps direct and inform guests of the products the food truck sells. It includes the colors prescribed in the style guide, to create distinction for the guests coming towards the direction of the food truck.

RESULT


With the picture menu on the wall, customers have enough information to help them with their decision making when they approach the truck. It also helped draw attention to the food truck by displaying the variety of options that they could get from the place. For the printed menu, different sections are categorized through colors to help readers identify items according to category.

The created identity framework would be a basis on future design needs for the food truck. This gives a clear visual language to the business owner and the customers, to help create distinction of Guadalajara Grill.