Brand identity for
@mariscossanpedro 🦐🦪🐟
Located within Chicago’s historic Thalia Hall, Mariscos San Pedro is an unconventional Mexican seafood restaurant offering a diverse range of dishes inspired by various cultural and culinary backgrounds led by
@chef_oliverpoilevey @chef_marcosascencio @chef_antonioi96
In February of 2024, the chefs and
@16occhicago team approached us to create an identity that felt both familiar and unfamiliar. The goal was to attract a diverse range of patrons, including concertgoers, passersby, foodies, and those looking to celebrate with some of the finest seafood in the city wrapped up into a vibrant, casual, and unexpected dining experience.
We drew inspiration from traditional mariscos signage, biblical manuscripts, and first-century stone inscriptions to craft a brand with a custom typeface, playful menu, cheeky mascot, character set, and tagline. The brand identity reflects the lively, artisanal spirit of Mexican coastal eateries and local community, while also honoring the religious significance tied to the restaurant’s name and neighboring churches.
Since opening in June, Mariscos San Pedro has been named one of the top 25 restaurants in Chicago and has received praise from some of the city’s top food critics. As food lovers ourselves, we are proud to be part of a project alongside such talented and down-to-earth chefs who are serving some of the most memorable food we’ve ever had. Do yourself a favor and visit MSP the next time you want a food experience that leaves you wondering how good the things you didn’t order must be. One more tostada, please.
#fishforpeople
Design Services:
— Brand Identity
— Tagline
— Illustration
— Signage
— Photography
Full case study coming soon.