“The intent is to position Salsa Fiesta Urban Mexican Grill brand as the ultimate casual Mexican spot in the city of Miami”, said Jason Torres, Creative Director and principal at J+D. “We saw this as an opportunity to exemplify Salsa Fiesta’s food quality and urban approach as the core of the brand expression”.
Since opening in the early 2000’s in Venezuela, Salsa Fiesta has rapidly grown from a food court Mall Mexican alternative into an international casual restaurant chain/
With an opportunity to differentiate the Salsa Fiesta brand from others in the restaurant industry, the new design language provides a graphic impact standing out of the massive visual arena of the market (Over 1,200 restaurants in the same category nationally). The original imagery has been transformed to a simple, sleek and straight to the point design.
The dine-in menu, as well as the take out packaging products, introduce the clientele to the new branding with bold and simple words, focusing in the usability. “There is a Fiesta in your Neighborhood”, “Guess what I’m gonna eat?” and “Holy Guacamole it’s Handmade” ‘ are some the tag words used in the marketing strategy. Their function is to send a message to the young consumer.
J+D created and designed the company’s website, dine-in and to go menus, to go bags, to go containers, environmental signage for in-store locations, stationary, business cards as well as the presence in social networks such as Facebook and Twitter.
Angela Medina for NewsWire