Sofrito Latin Cafe
Sofrito Latin Cafe recently opened near Walt Disney World in the Buena Vista area of Orlando, Florida and serves low-priced food items following traditional Latin recipes from several different countries.
1 — Sofrito's logo was a hand-drawn and appears roughly-hewn. The curled serif word mark is stately and mature, alluding to Sofrito's unwavering dedication to quality and tradition, but it's rough execution and bouncing character heights bring an element of casualness and fun that exemplifies the low-key atmosphere and low prices.
2 — Sofrito's secondary logo, for use on signage and smaller applications where the original word mark may not properly fit.
3 — A primary goal in creating Sofrito's printed materials was helping the owners, Maria and Carlos, to save money and to be autonomous. We decided to primarily use brown kraft paper for printed materials because of it's low cost and it's visual alignment with the restaurant's industrial wood-and-brick interior. The menu was designed and delivered as a Microsoft Word document so that the owners can change and add to the menu as foods items change. The owners also took to an early concept featuring a swirling wood texture, which is used frequently throughout the printed materials. Black is the only color used since the owners have only a laser printer for printing.
4 — Menu, to be cut in half by the owners and displayed on long wooden panels. Also the exterior of the folded to-go menu, catering to the hotels surrounding the restaurant's location.
5 — Waiter handouts that allow customers to order more drinks, know their waiter's name and also encourage social media engagement and feedback.