Buen Día, a Chilaquería in El Paso, Texas—The Sun City on the US-Mexico border—is the ideal destination for an authentic Mexican breakfast or brunch. Known for its Chilaquiles, tacos, and agua fresca, this popular spot is perfect for curing a hangover or indulging in a delightful lunch. Watch your favorite soccer team on screen while sipping drinks, or simply celebrate the good times at this family-friendly establishment where you’ll always leave with a smile.
Tasked with creating branding for this unique and authentic venue, our diverse team naturally developed an identity that genuinely represents Mexico. Living along the border and growing up in Mexico supplied firsthand experiences that informed our design choices. Our creative solution captures the essence of Mexican culture through vibrant characters, a tasteful color palette, and rich folklore elements, while avoiding cliché and redundant aspects of Mexican folklore. The result is a fun, interesting, and playful branding inspired by Mexican rótulos—staying inventive and out of the box.
We were able to develop stories through illustrations, packaging, menus, murals, and hand-lettered writing around the restaurant, reminiscent of Mexican fondas. The atmosphere is enjoyable, making you feel like you are in Mexico not only because of the warm ambiance but also due to the delicious food.
Living on the border means gaining access to authentic Mexican cuisine and warm hospitality, complete with staff welcoming everyone with a heartfelt “Buen Día.”