xatrucho - by edwin sandoval cruz | facebook header 1

identity for chef edwin sandoval cruz’s private dinner company, xatrucho


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.

What We Did:

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

full logo versions:

xatrucho - by edwin sandoval cruz | full logo

xatrucho - by edwin sandoval cruz | full vertical logo

alternate logo versions

xatrucho - by edwin sandoval cruz | logo vertical

social media avatars

xatrucho - by edwin sandoval cruz | social media avatar 2
xatrucho - by edwin sandoval cruz | social media avatar 1

facebook cover photo

xatrucho - by edwin sandoval cruz | facebook header 2

xatrucho on facebook
xatrucho on instagram

what's next?

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