CHENCHOS RESTAURANT

PACIFIC COAST, MEXICO

Chencho's Restaurant is a family-owned gem on the Pacific coast of Mexico. Set in a lush cactus garden with a sand floor, the lively space is illuminated by string lights at night. It’s like the simple charm of this post-surf eatery, can’t be overstated. Run by husband-and-wife duo Chencho and Angelica, both are excellent chefs. Original recipes from breakfast Chilaquiles, to seafood tacos for lunch and Savory Enchiladas for dinner, make the destination a cult-favorite. Drawing colors from their grandmother's heirloom tablecloths (draped across every table) we lined the inside of matchbooks and menu covers, while showcasing typography in the rich tradition of Rotulismo Mexicano—vintage hand-painted signs characteristic of Mexico’s taco stands. The restaurant's new brand identity remains totally authentic, and happily dovetails with the local surf culture. For this project, VP channeled a truly Mexican aesthetic. One that reflects both the family’s heritage and the energy of the beachside community.

Concept, Creative Direction, Art Direction, Graphics, Digital & 2D Collateral