As an entirely new concept, I was able to build the brand from the ground up. When they said, “Think ‘Desperado, Wild West,’” I seized the chance to try my hand at some custom lettering. The intitial C became embelmatic on its own, making it the natural choice to have paired with the “Tacos. Tequila. Whiskey.” in vinyl across the three bays of windows on the restaurant's south side.
Art Direction, Design, Custom Lettering
Art Direction, Design, Illustration, Copywriting
In need of a secondary logo element and wanting to develop more of a story for the new brand, I couldn’t help the rhymes that came to mind. It started first with “Carlita’s: Where the margaritas make everyone bonitas” and was followed quickly by...
“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.”
Art Direction, Design, Copywriting