Carlita’s
tacos, tequila, and whiskey
As an entirely new concept, I was invited to build the brand from the ground up. In need of a brand story around the name “Carlita’s,” I couldn’t help the rhymes that came to mind.
Brand STory
As I developed the brand story, rhymes surfaced naturally, shaping a playful tale around a fictional heroine, Carlita.
Creative Direction, Copywriting
“Carlita’s: Where the margaritas make everyone bonitas.”
“Señoritas prefer Carlita’s.”
“Muchachos like our tacos.”
“Carlita once knew a bad hombre or two. She would pull out her pistol and spin it ’round, and before yer knew it, he was flat on the ground.”
“All those señores knew she was mejores — the best in the land, the most courageous of heart and quickest of hand.”
Logo Design
With no existing logo, I had the opportunity to design the visual identity from scratch.
When they said, 'Think Desperado, Wild West,' I seized the chance to create custom lettering.
In need of a secondary logo element, the pistol became a natural accessory in keeping with the brand story.
Art Direction, Design, Custom Lettering
Signage
The initial “C” became emblematic on its own, making it the natural choice to have paired with the “Tacos. Tequila. Whiskey.” in vinyl across the three bays of windows along the sidewalk patio.
Design, Photography
Menus for
Carlita’s
Art Direction, Design, Copywriting
Five clipboard-style pages carried the brand story straight into the dining experience. I added tongue-in-cheek phrases and layered multiple fonts to capture the spirit of old Wild West posters.
“A day is never dour when there’s Happy Hour”
“Tacos: Full as a tick so as not to be too squiffed” and “Muchachos like our tacos”
“Liquidations: Bend an elbow, grease your holler” and “Where the margaritas make everyone bonitas”
“Tequila: How ’bouta sip, just a nip. Trade ya’ a quip, then quit your lip” and “Carlita once knew a bad hombre or two. She would pull out her pistol and spin it ’round, and before yer knew it, he was flat on the ground.”
“Whiskey: It’s high time I down summa that liquid courage brown” and “All those señores knew she was mejores — the best in the land, the most courageous of heart and quickest of hand.”
Postcards
In need of a takeaway, we looked up old time photos from the region and turned them into custom post cards.
Art Direction, Design
Five clipboard-style pages carried the brand story straight into the dining experience. I added tongue-in-cheek phrases and layered multiple fonts to capture the spirit of old Wild West posters.
“A day is never dour when there’s Happy Hour”
“Tacos: Full as a tick so as not to be too squiffed” and “Muchachos like our tacos”
“Liquidations: Bend an elbow, grease your holler” and “Where the margaritas make everyone bonitas”
“Tequila: How ’bouta sip, just a nip. Trade ya’ a quip, then quit your lip” and “Carlita once knew a bad hombre or two. She would pull out her pistol and spin it ’round, and before yer knew it, he was flat on the ground.”
“Whiskey: It’s high time I down summa that liquid courage brown” and “All those señores knew she was mejores — the best in the land, the most courageous of heart and quickest of hand.”
Five clipboard-style pages carried the brand story straight into the dining experience. I added tongue-in-cheek phrases and layered multiple fonts to capture the spirit of old Wild West posters.
“A day is never dour when there’s Happy Hour”
“Tacos: Full as a tick so as not to be too squiffed” and “Muchachos like our tacos”
“Liquidations: Bend an elbow, grease your holler” and “Where the margaritas make everyone bonitas”
“Tequila: How ’bouta sip, just a nip. Trade ya’ a quip, then quit your lip”
“Whiskey: It’s high time I down summa that liquid courage brown” and “All those señores knew she was mejores — the best in the land, the most courageous of heart and quickest of hand.”