Scope of Work

Brand Identity, Logo Design, Website, Menu Design, Advertising, Environmental Graphics, and Marketing Collateral

Project Overview

When Mexicali Fresh Mex Grill—a staple in Williston, VT since the mid-1990s—relocated from Taft Corners Shopping Center to a larger space at Maple Tree Place in 2006, the move marked a pivotal opportunity to reinvigorate the brand’s visual identity and expand its marketing reach. The project called for a comprehensive brand refresh to reflect the restaurant’s continued growth while remaining true to its loyal customer base and roots in the local community.

Creative Direction

The design approach celebrated Mexicali’s fun, flavorful personality with bold colors, warm textures, and hand-drawn elements that echo both Southwestern flair and Mexican authenticity. The goal was to create a look that felt festive, fresh, and approachable—perfect for a family-friendly neighborhood restaurant with a modern twist.

Design Deliverables

Logo Redesign

Crafted a vibrant new logo that blended Mexican-inspired motifs with a clean, versatile layout that could be applied seamlessly across signage, menus, merchandise, and digital platforms.

Menu Design

Redesigned the full set of menus (dine-in, takeout, kids, and bar) with improved legibility, visual hierarchy, and clear categorization. Color-coded sections and food photography helped boost menu navigation and customer satisfaction. Special attention was paid to highlighting seasonal items, dietary options, and house specialties.

Website & Digital Presence

Developed a mobile-friendly website that showcased the new brand identity, full menu offerings, daily specials, event promotions, and integrated online ordering. The updated site featured a vibrant photo gallery and user-friendly navigation to encourage both new visits and repeat business.

Advertising & Promotions

Created a series of launch and awareness campaigns to promote the new location, including:
-Local newspaper and radio ads
- Billboard design along the I-89 corridor
- Digital ad banners and sponsored social content
- Grand opening flyers, direct mailers, and in-store signage

Environmental Graphics

Designed bold window decals, interior mural concepts, wayfinding signage, and custom wall graphics to enrich the atmosphere and guide customer flow throughout the new location.

Brand Collateral

Designed branded apparel (staff shirts, hats), loyalty punch cards, stickers, to-go packaging, table tents, and merchandise tags, all staying true to the updated identity.

Outcome

The rebrand helped reintroduce Mexicali to a broader audience and solidify its place as a cornerstone of the Williston dining scene. The cohesive visual system supported consistent brand messaging across all channels—from digital to physical space—resulting in increased brand recognition, improved in-store engagement, and stronger customer retention.