"Santa Cruz is a quick service Mexican BBQ restaurant located in Santa Catarina, a municipality of the greater Monterrey area in northeast Mexico. Santa Cruz's menu contains food such as brisket and baby-back ribs slow-cooked to tender perfection and offered in an array of different ready-to-go, conventional styles such as burgers and tacos. While working on this project we had the incredible opportunity to work alongside our friend and architect Eiji Hayakawa, who was in charge of the building's extraordinary construction and design.
The hand-made quality of the logotype and overall identity is meant to praise the careful, traditional and apprehensive food making process of Santa Cruz.
The brand is simple and direct, and above all, always honest and sincere, never attempting to hide its conceptual rugged awkwardness. Destined to be franchised in the future, Santa Cruz's honest and handcrafted demeanor will inevitably be distinctive amid all other, more synthetic fast food chain restaurants.
The project was done in collaboration with architect Eiji Hayakawa. While we developed the brand values and visual identity, Eiji worked on the restaurant's unique and unusual architecture. The massive, scarlet barn-like structure is distinctively prominent amid the industrially gray and blue mountainous backdrop of its physical setting."