george lopez restaurant san manuel casino

The highly successful brand launch at San Manuel Casino in Highland, California has led to a second casino location in Arizona, and a third at The Brews Hall in Torrance, California. This was our main goal, and what we feel sets this concept apart from all others in the Mexican fast casual space. We were able to maintain tight brand visuals and messaging across all touch points that matched George’s unique style. Design of branded paper products including tissue paper, to-go bags, serving vessels, stickers and cups.Design of overhead menu boards and hand held menus for guests.These images were chosen for their roots in Mexican heritage. Interior murals – our talented illustrators created the “characters” that adorn the metal food tray liners, as well as, the walls in the restaurant.

Research and development of mood boards for interiors consisting of warm woods, distressed metals and colorful murals.

Logo design and visual brand development.

We dug deep into Mexican history and highlighted the most iconic imagery in the brand visuals. While George’s likeness does appear in some of the visual elements, it’s not the main focus. For this project however, we decided to take a different tact. When working with celebrity clients, it’s easy to rely solely on their likeness to gain success.

Our challenge was to assist our client in visualizing a new brand that successfully presented an authentic Mexican dining experience while keeping that “chill vibe” for guests. The fast casual space is packed with several Mexican restaurant brands. We kept that in mind through every creative step of the project. “It has been a dream of mine for many years to open a restaurant, but it had to be a chill kind of place with great food, made to order, and in a bitchin’ environment that celebrates my heritage.” “It is no secret that I am true to my Mexican roots, and I love great Mexican food,” said Lopez. Our designs were inspired by George’s love for, and dedication to, his Latin heritage. When the opportunity to partner with San Manuel Casino presented itself, George knew he found a winner. The feeling and vibe at San Manuel Casino, just 60 minutes outside Los Angeles, is “all thrill.” From that dream, George Lopez’s Chingon Kitchen was born. It was always a dream to open a restaurant, a place where families could gather and celebrate over authentic Mexican cuisine. George Lopez’s Chingon Kitchen Case Study OverviewĪs a high achiever, George Lopez was continually on the hunt for his next big challenge.

George lopez restaurant san manuel casino