Leña y Carbón

Leña y Carbón is a Peruvian Restaurant my boyfriend and I frequented in New Jersey. The food was always amazing but the menu was very busy and hard to follow. By simplifying the layout, properly aligning the prices to their corresponding food items, and creating a bold, consistent logotype, the restaurant’s aesthetic reflects the mid-high price range and the clientele that frequent it. Despina Pro, Coustard Black, Memphis Bold, and Memphis Light Italic are used to encompass an old-fashioned, classic look that reflects the authentic flavor of traditional Peruvian food. Following these newly updated branding guides and a new logotype, I designed a business card, stylesheet, and stationery for consistency across all touch points. I also explored how the restaurant’s new visual identity could be used in packaging design such as for eco-friendly bags and to-go cups.