Chúla Artisan Eatery
Qué Chúla: Branding a Rustic-Modern Mexican Eatery
About Chúla
Katherine, a sweet mom of two, started her business at farmer's markets with homemade salsa in her own kitchen. This delicious salsa took off and was a massive success! I mean, I was one of her regular customers buying half a gallon of this magical sauce. Before long, she expanded her menu using her delicious salsa—homemade tamale and tortilla chips. Again, she was one of the most popular stands in all the local farmer's markets.
When Katherine told me she wanted to root down in a brick-and-mortar spot in Palm Springs, California, I couldn’t wait to help bring her vision to life. She chose the name “Chúla” as a tribute to her mother, who would affectionately call her "chúla"—Spanish for “pretty girl.”
Katherine wanted the restaurant to feel like her cooking: handmade, artisanal, but with a fresh, modern touch. With that in mind, I designed a logo and hand-drawn illustrations that brought together a clean, contemporary feel with the warmth and charm of her brand’s story.
Logo & Illustration
For the main wordmark, I wanted a font that felt approachable and easygoing. Since the name itself has such a friendly vibe, I kept it all in lowercase to match that casual feel. To bring in a rustic, artisanal touch, I added a hashmark drop shadow and paired it with a script font for "Artisan Eatery." I tucked the logomark into a box with a little herb illustration to give it that cozy, farm-to-table vibe.
Hand-drawn illustrations felt like the perfect addition to Chúla. We’ve got tomatoes, avocado, olives, peppers, herbs, zucchini, onions, and carrots—all the fresh ingredients that make her cooking so special. I even added an ornate fork to reinforce that rustic vibe. Since Katherine’s setting aside a little space in the restaurant for local florists and makers to sell their goodies, I included a flower and a cute watering can used as a vase.
Menu, Website & Ad
A seasonally-inspired artisan eatery, our menu features family recipes with a fresh and healthy twist. From homemade salsa to made from scratch tamales and gluten-free sweets, we have something delicious for everyone. Our food is seasonal, organic and oh so Bueno!
I put together her website, where people can find her menu, place online orders, and learn more about her restaurant.
Katherine also bakes! So I designed an ad to let everyone know her specialties—organic, gluten-free sweets.
Photography
Chúla Artisan Eatery kicked off with a big grand opening! I was thrilled to be invited to the event and even more excited to snap some photos of the restaurant and the delicious food. So, I packed up my camera and tripod and made my way to Palm Springs, CA.
Additional Branded Items
More logo placements around the restaurant.
