I really enjoy creating print layouts, and designing a restaurant menu was one of those bucket-list projects that I would like to do in my career at some point. I didn't realize that I'd be working on one so soon!
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La Tortuga Tortería is a family-owned Mexican restaurant based in Seaside, California that specializes in Oaxacan cuisine and is beloved in the local community.
In October 2024, I was commissioned by the restaurant to refresh its menu for the new year. They wanted something modern & striking, so I created a bold menu design that highlighted the bright visual culture of Oaxacan heritage. I also wanted this new menu to highlight the amazing food photography from a previous collaboration between La Tortuga and Sazon Media.
What started out as a redesign of just the menu evolved into an entire restaurant rebranding! I redrew the restaurant's longstanding Tortuga logo to make it more simplified, symmetric, & friendlier! The redrawn Tortuga logo laid the foundation of the Lechuga, Tomate, y Cebolla (lettuce, tomato, & onion) pattern that adorns the headers & footers of the menu.
|| CLIENT
La Tortuga Tortería
La Tortuga Tortería
|| SCOPE OF WORK
Restaurant brand refresh
Mascot illustration
Menu design
Restaurant brand refresh
Mascot illustration
Menu design
|| PROGRAMS USED
Adobe Illustrator
Adobe InDesign
Adobe Illustrator
Adobe InDesign
Moodboard and sketches
Menu pages
Brand pattern and color scheme