Create a joyful visual language for an eatery born with a passion for border cuisine.
- Art Direction
- Brand Identity
- Brand Positioning
- Digital Media
- Social Media
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.