Masa, a Latin restaurant and tequila bar in Boston's South End, had an identity problem. Not only did they have a scattered, inconsistent visual identity, they didn't have a cohesive or clear vocabulary to use when describing what makes their restaurant special (Is it Mexican food? Tapas? Does anyone know what a tequileria is?).
Through a discovery process that included a workshop with key stakeholders and research with a variety of audiences, we developed a brand identity, including a logo, color palette, typography, and supporting graphics, as well as messaging for Masa, that speaks to their audience, reflects the Masa experience, and clearly communicates their unique value.
I worked as the creative director for this project with our team at Eberhardt Smith.