…one of your favorite projects never comes to fruition. This logo was meant for what would have been a fantastic restaurant on the other side of the planet.

And while I love this project for the end product – it may be more because of the process it took to get here.

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The client had a really set idea in his head about what the logo should be.

He wanted a Chihuahua. On a surfboard.

And, yes, that may sound impossible. A Chihuahua is so tiny and a surfboard is so large? How on earth would you be able to do that!?

Well… we tried.

And when the surfboard proved to be a challenge and perhaps making it more difficult for the logo to read as advertising a dining establishment, we were asked to try just the dog.

Again, in our minds, it missed the mark on telling the story of what we are selling… food for adult humans.

Luckily, in the end, the client allowed us to try some other ideas.

By focusing on the company’s mission – delivering great tasting Mexican food and drinks made from natural ingredients to a country that was pretty unfamiliar with the concept (Australia) – we were able to create a great mark that reflected that mission.

Listening: Florence & The Machine