Problem: Creating an identity system for an invented restaurant.

Solution: I created Raíz, a modern Mexican restaurant, based on real-world restaurants run by a Mexican chef. For the name of the restaurant, I chose the word “root” in Spanish to allude to the restaurant’s authenticity.

I hand-drew the typography with extreme x-heights to push the idea of a root, and chose to create an abstract carrot illustration (because it’s a root vegetable) for a quirky and modern mark.


About ari curtis

A recent graphic design major and journalism graduate of Drake University, I am eager to continue my design education in the professional world.

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