Jacala, San Antonio’s oldest originally owned Mexican restaurant since 1949. A high end, family-oriented business where regular customers can find at least one founding family member.
I would attempt to introduce new stationary and collateral to help improve their existing identity. The only challenge was to avoid changing their entire existing style, to the point of scaring away the more familiar customers. The new branding would reflect the history of Tex-Mex culture as well as the history of the establishment itself.