Commissioned by a local Vancouver chef, I executed the brand vision for Refugio Parrilla, a pop-up and event-based catering business. The identity centres on the Parrilla (a traditional Latin American grill grate) to bridge traditional methods with the Pacific Northwest harvest. This project translates open flame culinary practises into a cohesive brand system.
Translating a culinary vision into a functional visual identity requires deep alignment and a structured discovery process. Through collaborative meetings and a targeted 10-point questionnaire, I explored the project through the client’s lens to uncover the underlying philosophy of the concept. These insights were distilled into a series of "Brand Nouns" and a singular "Success Statement" that anchored the creative development. This strategic foundation ensured that each visual element remained an authentic and tangible extension of the client’s unique approach to open-fire cooking.
The resulting identity centers on a rhythmic icon and custom wordmark that bridge the gap between the structural tool and the elemental fire. Drawing inspiration from traditional Southwest and Mexican signage, the letterforms utilize flared serifs and heavy weight to evoke a sense of permanence and craftsmanship. By optimizing for scalability and modularity, the system maintains its integrity across every touchpoint, from digital favicons to large-scale event signage. This synergy provides the versatility required for a mobile pop-up environment, offering a cohesive and professional visual anchor for the business.
