Described by the restaurateur as an establishment that is grungy but in a purposeful, almost ironic sort of way, with an identity and messaging to match. El Barrio’s aesthetic is simply referred to as “hipster sh*tty.”
I drew inspiration from the format of the Mexican card game Loteria and added a modern spin. The Focal point of El Barrio’s logo would consist of a drawn sugar skull (an icon in Mexican folk art) combined with a distressed texture. The brand benefits from contrasting and interchangeable colorways. While the high chroma colors reflect the Fiesta spirit of Mexico, the gray colorways can be used to bring it back down to business.