My project is based on the rebrand of Sabrosa Restaurante, or just "Sabrosa" as the locals call it. This bar has been in downtown Grand Junction, CO for as long as I can remember. It was once a shady dive bar where you could get into a fight if you were there on the wrong night. Today it's still a dive, but it has more of a laid back, hipster-ish personality and decidedly more friendly. They're renowned for their karaoke nights, live music, good mexican food, and $2 Sessions. It's my favorite bar in town.

I wanted to take the Spanish orgins of the bar (sabrosa means tasty in Spanish) and use that as the base of my concept. Sabrosa has these shrines on the walls dedicated to Marilyn Monroe and Bettie Page as well as some local artwork. 

 

After creating a word list and some sketches I came up with the concept of a luchador as the symbol because it seemed to fit the quirky personality of Sabrosa and kept with it's Mexican roots. 

(Don't know why I put cantina on there, just ignore it...)

I gathered some refrence photos on Pinterest and set about putting together some drafts.

Lock up, font, and color exploration

More to come...

Here's my final design, primary, dark background, and black and white. Adobe Kuler was a big help wwith deciding the color scheme :) I wanted to keep the pink-red base since it's kind of iconic for Sabrosa. I went with Cubano for the font since it compimented the curve of the lurchador mask nicely. Any feedback is appreciated. 

Presentation:

Old Logo:

New Logo: