El Primo Sanchez’s brand identity project brings a vibrant, tactile aesthetic to the hospitality space. The work centers on a high-contrast color palette of deep royal blue and warm orange, utilizing clean typography to create a cohesive visual system across print and environmental touchpoints.
The project incorporates a variety of collateral, including menu design, staff uniforms, and architectural signage. Photography by Foliolio and Steven Woodburn captures the brand's graphic nature, employing natural light to highlight textures ranging from glossy ceramic tiles and polished brass to woven linen textiles.
Graphic design for the project was led by The Bar Brand People. The resulting identity utilizes typography and geometric layouts to balance modern commercial design with a distinct, character-driven narrative.
