El Bajío is a family-owned corporation with nineteen restaurants. Established in 1972 in Mexico City, it offers traditional Mexican cuisine from various regions of Mexico. El Bajío is celebrating 50 years of serving authentic Mexican food and promoting Mexican culture.
El Bajío approached me to design a logo for their 50th Anniversary celebration. I adapted the existing logo’s typography and symbol while incorporating a custom-designed number fifty, maintaining the brand's personality.
The seasonal logo is flexible for use across various marketing materials and brand touchpoints. Inspired by the vibrant colors and crafts of El Bajío, I developed a secondary color palette and created rounded patterns for a festive look. The pictograms of sugar skulls, hearts, and Mexican cookware reflect El Bajío's commitment to preserving authentic Mexican culinary traditions.
