- Art Direction
- Brand Identity
- Brand Positioning
- Digital Media
- Web Design
- Web Development
Objective / Solution
Partner with one of Charleston’s best barbecue pit masters to cook up the identity, story, and space for the beloved Tex Mex of his childhood.
In 2017, John Lewis, one of Charleston’s most prominent pitmasters and creator of Lewis Barbecue, expanded his culinary pursuits into a Tex Mex pop-up concept at the Workshop in Charleston, South Carolina, aptly named Juan Luis. Raised in El Paso, Texas, Lewis is passionate about the Mexican border cuisine of his youth.
Juan Luis delights in the memories and flavors of his childhood — and brings the taste of El Paso to the Lowcountry. As love for the tasty pop-up concept grew, Lewis gave Juan Luis a more permanent residence, right next to his famous Lewis Barbecue smokehouse.
Classic and script letterforms evoke influences from West Texas architecture and vintage Mexican signage.
Juan Luis’s permanent residence, a trailer, is modeled after adobe-style structures, like those of West Texas — complete with stucco, wood trim, and hand-painting — the perfect home for scratch-made tortillas, locally sourced ingredients, and Hatch chilis.
A series of hand drawn graphic elements add flexibility, visual interest, and character that easily translate across an array of platforms and mediums.
The color palette evokes the Texas landscape and the warm, earthy hues of masa and mole, and the warmth and joy inherent in the brand.
The brand design is the tangible and intangible expression of the Juan Luis experience of laidback eating, drinking, and enjoying.