Craft Tamale is a restaurant in San Diego California specialized in tamales, one of the most representative dishes of the Mexican cuisine.
They made their own version adapting the traditional recipe to the new Californian lifestyle, using exclusively organic ingredients.
They approached us to create the Branding.
We took the flavor and tradition of this symbolic dish, and went back on time to realize that most of the Mexicans used to eat this at their Grandmother’s place. This memory is not only formed by flavor, but it also includes scents and a lot of beautiful details hanging of the walls. That’s why the Branding concept revolves around the cross-stitch. That famous graphic resource that we all know well and somehow it always reminds us that we are safe at “Home”.
Our reinterpretation of this resource combined with the color selection, typographical treatment and the tone of voice, turns Craft Tamale into a Brand that knows well its customers and knows exactly how to treat them.
Craft Tamale offers a Mexican dish that provokes nostalgia. But the graphic solution makes us want to walk the streets with a cup of hot chocolate (“Hotter than Jenny”) making people staring and smiling at us.
Photos by Caroga.
San Diego California, 2014.