Honduras born & raised, Denver, Colorado transplanted chef, Edwin Sandoval Cruz needed a visual identity for his concept “Xatrucho,” to accentuate the eclectic & worldly nature of his food: old world technique & ingredients meets new world flare & style. To do this, Edwin knew he needed his brand-concept to visually reflect this approach to his cooking, his style, ingredients and the future vision of his company.
After we dove deep into the historic nature of Chef Sandoval’s cooking, initial concepts and ideas were sketched on paper. We ultimately settled upon a modern, minimalist, off-white and off-black color palette and used a very vertical modern typeface-base and made it our own. We did this by completely customizing the typeface, slightly distressing it and giving it a wood-block print feel, to fit the feel of “old world/new world.” Finally, we locked up the logo with a scripted typeface and a custom icon. This icon, (a tomato) is symbolic of one the chef’s favorite vegetables, a staple ingredient in a variety of his foods, and one of his many vegetable-based tattoos. We used an illustrated wood-block sketched tomato within the logo to make his unique concept equally personal. To add to to the identity design, we combined this branding with a photoshoot and social media elements to create a uniquely cohesive, custom look-and-feel.
The start of an aesthetically pleasing, relevant and unique brand was formed. With our help, the Xatrucho brand is now visually credible and open for future bookings. Xatrucho caters to a certain cultured clientele, who sees the unique value in private dinners, parties and a personalized food & beverage experience. All of Xatrucho’s food and style has a unique story, all from an equally cultured, unique chef & his team: Edwin Sandoval Cruz. #XATRUCHO