Baja California Grill
Logo, Branding, + Menu Design
Feb. 2023
Skills Used: Logo Design, Branding, Illustration, Typography Design + Layout, Graphic Design
Project Brief: Baja California Grill is a family-style Mexican restaurant located in Jacksonville, Alabama. The restaurant was in need of a logo & brand refresh.
Strategy: When rebranding Baja, I wanted to showcase the liveliness of the inside of the building. There are colorful murals painted on the walls, an aquarium, a life-size shark statue hanging from the ceiling, and realistic parrots hanging from their fans! Not only does Baja possess an atmosphere, their cuisine has an excellent taste as well. Having all this in mind, I used vibrant colors that a visitor can pick out throughout the entire restaurant as well as illustrations of items that remind a customer of this restaurant. Throughout the menu, there are different images of the shark, a margarita, tortilla chips, and more. A Chile de Arbol pepper was selected for the main logo as it is an iconic pepper endemic to Baja.
This project was granted a 2023 Award of Design Excellence by the FL3TCH3R Exhibit.
To the right is the previous Baja logo and menu. The mixing of different fonts with the addition of their overwhelming menu dampened the great atmosphere that the actual restaurant gives off. By cleaning up the menu and making an icon-based logo, Baja feels more welcoming and relaxing to its customers.
Previous Baja Logo (building front)
Previous Baja Menu
Previous Baja Menu
Coasters
Beverages Menu
Dessert Menu
Full Menu
