Brent Thelen Design | Home

purpose

Xatrucho brings people consciously sourced ingredients and seasonal cooking to custom, private events and pop-ups. Honduras-born & raised, Denver-transplanted chef, Edwin Sandoval Cruz needed a visual identity for this unique concept to accentuate the eclectic & worldly nature of his food: old world technique & ingredients meets new world flare & style. 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. He turned to us to help make his aesthetic and historically rooted idea come to life.

Xatrucho

what we did

After we dove deep into the historic nature of Chef Sandoval’s cooking, his cultural influences and aesthetic appreciations, we got right to work. First, we considered a logo: For this, we ultimately settled upon a modern, minimalist, off-white and off-black color palette and used a very vertical modern typeface-base. We completely customizing the typeface, slightly distressing it and giving it a wood-block print feel, to fit the feel of “old world/new world.” We locked up the logo with a scripted, complimentary 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. Additionally, we create a myriad of other wood-block looking vegetable icons, to be used on brand materials. Finally, to add to to the identity design, we combined our identity efforts with many event photoshoots and social media elements to create a uniquely custom,  cohesive and relevant look-and-feel.

Xatrucho

Brand

  • Logo & Identity
  • Strategy & Positioning
  • Brand Book & Style Guide
  • Voice & Tone
  • Art Direction
  • Illustration & Iconography

Interactive

  • Prototyping
  • User Experience Design
  • Interface Design
  • Website Development
  • Mobile Development

Marketing

  • Content Strategy & Creation
  • Print Design
  • Photography / Videography
  • Copywriting & SEO
  • Brand Activation

results

The start of an aesthetically pleasing, relevant and unique brand was formed. With our help, Xatrucho now has a brand look to back up their already stellar concept. Being no strangers to exclusive, fine dining, Xatrucho caters to a 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

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"The most on point branding I could have ever asked for."
~ Edwin Sandoval Cruz // Chef + Owner Xatrucho
All Work