San Diego, California

Brand Identity + Print Collateral

About the Project

I was highly flattered by the opportunity to interview with experienced restauranteur Mark Oliver (former George's at the Cove owner), not to mention surprised when I was hired on the spot to do the full brand identity for Pueblo Modern Baja Coastal. Oliver and his partners are behind the renovation of the 5,900-square-foot site of the former China Inn, which promises to add a full-service and upscale Baja seafood dining option to the Pacific Beach neighborhood.

The challenge of this project has been to brand and design for a physical space that is not yet tangible. I have been able to overcome this obstacle by working closely with the client, meeting frequently to discuss the ever-changing architectural and interior design renderings, and putting together mood boards to ensure that the graphic design I'm developing will complement the architecture and interior design elements.

The concept has evolved from a beachy, funky pastel 1960's aesthetic to something more mature and rustic. The logo is contemporary and sleek, and the additional brand elements are clean and simplistic. 

Pueblo opened it's giant wooden doors to the public in August of 2016.

Mood Board

Logo Concepts

The Final Brand & Styling

Social Media Branding

Stationery Suite


Menu Designs