Jalapeños Restaurant
Industry: Food & Beverage / Family Dining
Type of Assignment: Logo Design & Brand Refresh
Location: Multi-location Family-Owned Business
Year: 2025
Overview:
Jalapeños is a lively family restaurant with multiple locations, known for its flavorful dishes and warm atmosphere. The owners sought a vibrant brand refresh that would better reflect the restaurant’s dynamic energy and fiery flavor—while avoiding overused clichés like sombreros and maracas.
Design Goals:
• Create a logo that stands out with bold personality and
• Capture the heat and spirit of the restaurant’s cuisine
vibrant color while avoiding stereotypical cultural imagery.
with energetic visuals.
• Ensure the logo is versatile for signage, menus,
Outcome:
This redesigned logo will soon replace the original signage across all locations and is being implemented into updated menu designs and promotional materials. The result is a cohesive, modern identity that keeps the family brand grounded while turning up the visual heat.
merchandise, and digital use across multiple restaurant locations.
Design Process:
The logo incorporates a bold typographic treatment with dimensional shading to evoke a handcrafted, festive aesthetic. The design features a fiery flame centerpiece to represent the restaurant’s spice-forward identity, with jalapeños on each side reinforcing the brand’s namesake. A circular badge format was chosen for versatility and signage placement. The color palette mixes warm reds, oranges, and yellows with cool blues for visual contrast, resulting in a balanced yet exciting composition.
Personal Note:
This was a rewarding project that challenged me to honor cultural roots respectfully while bringing in fresh design thinking. The owners were thrilled with the final concept, which they felt captured the “fire” and flavor of their restaurant without leaning on tired tropes.