Conejo Logo

Client

  • Big Kitchen Hospitality

Brand Designer

  • 903 Creative

Photography

  • Kate Thompson
  • Eva Russo
  • Jeff Grant

Capabilities

  • Brand Strategy
  • Naming
  • Logo & Visual Identity
  • Story & Messaging
  • Website Design & Development
  • Design
  • Creative Direction

Fresh drinks. Little cravings.

Big Kitchen Hospitality came to us to help launch their newest restaurant concept headed up by renowned chef Danny Mena, former owner of Hecho en Dumbo (Brooklyn) and author of Made In Mexico. After analyzing market competitors, we developed a brand strategy that began to shape the brand's unique value proposition and inform a distinct name and identity. The result: Conejo [ko-nay-ho], a neighborhood cocina celebrating the diverse richness of Mexican cuisine.

instagram4k followers

twitterN/A

facebook<1K followers

Conejo Style Board

The logo and visual identity exudes the brand’s fresh and contemporary vibe. Complimenting the elevated wordmark is the linework of branded illustrations of a rabbit, along with a corn cross-section and kernel, paying homage to the restaurant's name.

Rabbit illustration
Rabbit illustration
Corn Cross-section illustration

In Spanish, "conejo" means rabbit. The restaurant's distinct icon is inspired by Alebrije Mexican folk art and subtly features “ears” of corn. The folklore tale of 400 Conejos (descendants of the mezcal gods) pays homage to the restaurant’s impeccable bar program.

Conejo Icons
Conejo website on mobile
Conejo menu on tablet
About page on Conejo_Website_About-01_Laptop

Conejo also has a secondary meaning: it's a specific variety of heirloom corn used to make masa, a fundamental ingredient of Mexican cuisine. The restaurant mills heirloom corn from small family farms to make fresh masa for their dishes – and it makes all the difference.

Ceviche Verde
Costra Chorizo Verde
Cocktail Mara Mara
Conejo Outdoor blade sign
Baha Fish Tacos

The color palette takes cues from Mexican food staples and landscapes: masa, cactus, lime, coral and sea. The vibrant hues play off the light, bright flavors of the restaurant's dishes, debunking the stereotypes of typical Americanized Mexican food.

color block, masa
color block, masa
color block, masa
color block, masa
color block, masa
color block, masa

Much like the restaurant itself, the online experience is elegant in its simplicity with a streamlined aesthetic, keeping the focus on what's most important: the food, drinks and space – and of course, the people who come to enjoy the whole experience.

Results

Conejo is the second restaurant concept to open under parent company, Big Kitchen Hospitality, which owns and operates the wildly successful Tazza Kitchen, located in Virginia and the Carolinas. The company is committed to hiring a diverse staff and offers excellent benefits and training. Their focus on camaraderie and culture, combined with an intentional investment in branding, has been key to their ongoing success.

Queso Chorizo

It was a pleasure to work with EVERGIB as we honed the brand of our new restaurant, Conejo. They really helped us bring our vision to life. We love the word mark and graphics designed by their partners, 903 Creative, and Brian has done a wonderful job both creating and maintaining our website. Rachel and Brian have been thorough, responsive, and most importantly, flexible, as the business has evolved. They take great pride in their own work and the work of their clients.

 

— Susan Davenport, Owner/Partner, Big Kitchen Hospitality

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