San Diego, California

Brand + Print

I hired Gretchen Kamp Design two and a half years ago, at a time when I was building a new restaurant, and Gretchen was building a new graphic design practice. Honestly, I could have never guessed that she was just starting her own business, had I not already know that to be the case. Organized and professional, Gretchen also has great taste, creativity, and the ability to match her work to the desires of the client. I could not be happier with my logo and menu design, as well as the many smaller support projects, such as invitations, that Gretchen produced for my business. I invite you to check out some of the work that Gretchen produced for us and can be seen on our website, pueblopb.com.
— Mark Oliver, Owner

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