Santa Cruz Santa Cruz is a quick service Mexican BBQ restaurant located in Santa Catarina a municipality of the greater Monterrey area in northeast Mexico Santa Cruz s menu contains food such as brisket and baby back ribs slow cooked to tender perfection and offered in an array of different ready to go conventional styles such as burgers and tacos While working on this project we had the incredible opportunity to work alongside our friend and architect Eiji Hayakawa who was in charge of the building s extraordinary construction and design The hand made quality of the logotype and overall identity is meant to praise the careful traditional and apprehensive food making process of Santa Cruz
— Santa Cruz
Restaurant branding
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Santa Cruz is a quick service Mexican BBQ restaurant located in Santa Catarina, a municipality of the greater Monterrey area in northeast Mexico. Santa Cruz's menu contains food such as brisket and baby-back ribs slow-cooked to tender perfection and offered in an array of different ready-to-go, conventional styles such as burgers and tacos. While working on this project we had the incredible opportunity to work alongside our friend and architect Eiji Hayakawa, who was in charge of the building's extraordinary construction and design.

The hand-made quality of the logotype and overall identity is meant to praise the careful, traditional and apprehensive food making process of Santa Cruz.
The brand is simple and direct, and above all, always honest and sincere, never attempting to hide its conceptual rugged awkwardness. Destined to be franchised in the future, Santa Cruz's honest and handcrafted demeanor will inevitably be distinctive amid all other, more synthetic fast food chain restaurants.

The project was done in collaboration with architect Eiji Hayakawa. While we developed the brand values and visual identity, Eiji worked on the restaurant's unique and unusual architecture. The massive, scarlet barn-like structure is distinctively prominent amid the industrially gray and blue mountainous backdrop of its physical setting.
Santa Cruz Stationery set
Stationery set
Santa Cruz Food service presentation
Food service presentation
Santa Cruz Restaurant exterior
Restaurant exterior
Santa Cruz Exterior signage
Exterior signage
Santa Cruz Brand behavior
Brand behavior
Santa Cruz Drink packaging
Drink packaging
Santa Cruz Name tags
Name tags
Santa Cruz Establishment menu
Establishment menu
Santa Cruz Salad packaging
Salad packaging
Santa Cruz Restaurant interior shelves
Restaurant interior shelves
Santa Cruz Food sides packaging
Food sides packaging
Santa Cruz Location signage
Location signage
Santa Cruz Take out packaging
Take-out packaging
Santa Cruz Jumbo envelopes
Jumbo envelopes
Santa Cruz Interior restaurant menu
Interior restaurant menu
Santa Cruz Restaurant exterior
Restaurant exterior
Santa Cruz Tortilla packaging
Tortilla packaging
Santa Cruz Drive thru signage
Drive-thru signage
Santa Cruz Salsa packaging
Salsa packaging
Santa Cruz Business cards
Business cards
Santa Cruz Charcoal packaging
Charcoal packaging
Santa Cruz Building details
Building details
Santa Cruz Restaurant exterior
Restaurant exterior
Santa Cruz T shirts
T-shirts
Santa Cruz Sealed take out packaging
Sealed take-out packaging
Santa Cruz Interior ceilings detail
Interior ceilings detail
Santa Cruz Restaurant exterior
Restaurant exterior
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