- Art Direction
- Brand Identity
- Digital Media
Objective / Solution
Create a joyful visual language for an eatery born with a passion for border cuisine.
John Lewis, one of Charleston’s most prominent pitmasters and creator of Lewis Barbecue, expanded his culinary pursuits into a Mexican border cuisine concept called Rancho Lewis, home to scratch-made tortillas, locally sourced ingredients, Hatch chilis, and Charleston’s largest bar.
Raised in El Paso, Lewis is passionate about the place and cuisine that shaped him. Rancho Lewis harkens back to the memories and flavors of the Mexican border cuisine of his youth — and brings the taste of El Paso to the Lowcountry.
The design conveys the warmth and joy inherent in the brand, using influences from West Texas architecture, vintage restaurants, classic and script letterforms, and colors that evoke the Texas landscape and hues of masa and mole.
Hand drawn illustrations of boots, cacti, Hatch chilis, and El Paso-inspired landscapes add visual interest, invite curiosity, and provide abundant storytelling opportunities.
A collection of graphic elements and tangible touchpoints — from hand-painted canvas wall coverings, matchbooks, signage, and red neon roses to menus and a sopapilla enjoyment guide with hand-drawn illustrations — create a playful, cohesive brand experience that guests will see, taste, feel, and remember.