| Restaurant Rebrand

CHICK-O-RICO

A miniature House on a table with a coffee cup and three glasses of juice in front. The house has a tiled roof, decorated with colorful items, and is surrounded by small plants and furniture traditional from Colombian culture.

Project Overview

Chick-o-Rico is a Peruvian-Colombian cuisine restaurant located in Charlotte, NC. Their purpose is to introduce the community to Latin American culture while offering traditional dishes from Peru and Colombia. Their open kitchen brings the cooking experience into the dining area, creating a serene and welcoming atmosphere rooted in tradition and cultural pride.

This concept project focused on reimagining the restaurant’s identity by bringing its cultural roots to the forefront of the brand. The goal was to propose a redesign of their visual system that preserves authenticity, celebrates culinary heritage, and maintains a timeless identity.

Infographic showcasing Peruvian-Colombian cuisine with logos of Peru and Colombia, colorful abstract bird and plant illustration, and images of traditional clothing, textiles, and food from Peru and Colombia.

Logo System

Colorful abstract design featuring swirls, spirals, and leaf shapes in pink, yellow, green, and orange on a black background.

Primary Logo

Colorful logo with floral shapes on either side, featuring a central pink maze-like design, on a black background.

Secondary Logo

Insight

The rebrand centers around the goal of bringing the Latin American identity of Chick-O-Rico forward, and transforming a local restaurant into a cultural and welcoming space. Through research and brand observation, it has become clear that the purpose of the restaurant goes beyond food. It is a place where Latin American people feel at home, and where others can discover and enjoy new bold flavors and traditions.

The design focuses on communicating warmth, a sense of community, and heritage through vibrant color choices and a playful, culturally inspired logo. The visual language captures the personality, flavor, and spirit of the restaurant, to create a brand that celebrates culture and invites everyone to be part of it.

Color Palette

Colorful diagram comparing ingredients of a Festival Pink doughnut, a Rotisserie Yellow dish, a Fresh Salad, and a Peruvian Red dish.

Typography

Close-up of a person typing on a laptop keyboard with a plant in the background.

Menu

Peruvian restaurant menu featuring sections for Made to Order, Kids Menu, Sides, Desserts, and Our Signatures. Items include tamales, shrimp, chicken, beef, and vegetarian options, with prices ranging from $6.50 to $44.50.
Wooden A-frame signboard with colorful printed advertisement on a white background.
A stationery set for Chick Rico Restaurant includes a colorful logo with abstract chicken design and vibrant colors, a letter, business cards, an envelope, and a mailing label, all featuring the same playful chicken illustration and logo.
Screenshot of The New York Times homepage with news headlines and a photo of two men in a formal setting. Advertisement banner for Chick-Rico at the top.
Flyer advertising 25% off this weekend at Chick Rico, featuring images of food and drinks, with the address and phone number at the bottom.