To create a visual identity for Cali's Diner, a family-owned Mexican-American fusion family restaurant in North Park, San Diego. A balance needed to be struck between facilitating a fun, family-friendly experience and keeping to a minimal budget to offer a recession-proof financial reprieve for parents.
A production-first approach was taken, both as a practical measure to keep expenses low but also to infuse the brand with authentic artisanal, handcrafted charm. Both the adult and kids' menus use standard paper sizes and printing techniques. A limited, vibrant color palette and simple, easily repeatable brand elements were chosen to create a warm, timeless, and distinct ambience. This provides the restaurant owners with the tools and flexibility they need to take pride in their brand, now and for years to come.
Menu Layout
Brand Identity
Logo Design
Mural Design
Casual
Familial
Welcoming
Charcuterie Sans
Grenadine
Page Layout
Fall 2022
