San Diego, California
Brand + Print
About the Project
Pueblo was the first restaurant I did the brand identity for. I had previously designed menus, flyers, business cards and a bunch of other stuff for restaurants, but at that point I had only dreamed of getting to brand a new restaurant from start to finish.
I met Mark Oliver (Pueblo’s founder) at a restaurant in PB. I don’t usually get nervous for meetings, but I was nervous that day. I knew this project would be a game changer for my career if I got the account. Mark arrived right on time with a friendly smile on his face. He was about my parents age and had a tan that suggested he had lived in San Diego his whole life. He wore cowboy boots and had a big thick gray mustache like out of an old western movie. He instantly made me comfortable and I could tell working with him would be really fun. I just had to first convince him I was the right woman for the job.
Our meeting was about two hours long and it went well. I loved his vision for a contemporary, upscale modern Mexican restaurant with fresh local ingredients, an incredibly long tequila list, and lots of seafood (my favorite.) I knew a classy, mature concept like that would stand out in PB against the backdrop of smelly sports bars and greasy taco shops. Towards the end of the meeting, Mark told me that he had met with other agencies that were more experienced. He hired me on the spot, telling me he could sense my enthusiasm for the project and my passion for graphic design and branding. I was elated. Best. Day. Ever.
We explored a handful of concepts for Pueblo’s branding over the next month or so, then one day Mark called me to tell me he had found the perfect breed of fish to translate into the logo. I can’t remember the name of it anymore but it lives in Baja which is the region that would inspire and influence Pueblo’s cuisine. Once we had the logo nailed down, the rest of the project came together quite fast.
There were some frustrating delays in getting Pueblo open to the public (licensing stuff with the city) but WOW was it worth the wait. I took my best friend Erica to the opening and we drank and ate like queens. The food was SO GOOD. The menu changes constantly so I don’t have a recommendation, but I always order fish and it never disappoints.
If you’d like to experience Pueblo for yourself, it’s located at 877 HORNBLEND STREET. Enjoy and tell them Gretchen sent you!
The Final Brand & Styling
Social Media Branding