Mucho Gusto a vibrant Mexican bar and restaurant that embodies the lively spirit of San Miguel de Allende.
Chicago, Illinois
2025
Inspired by leisurely trips to Mexico, our client brings the cheer of San Miguel de Allende to the Logan Square neighborhood in Chicago. The photogenic interiors are a mix of painted scenes, colorful flowers, silver lanterns, and neon Lotería cards. The brand identity celebrates the space through bright colors, lattice patterns, and illustrations inspired by artisan and food cart signs.
Rounded, square-based letterforms with soft corners comprise the primary logo, inspired by the worn-down cobblestone streets of San Miguel de Allende. This custom typeface incorporates arched counters derived from the clerestories of the town’s centrally-located, pink cathedral, The Parroquia de San Miguel Arcángel, which can be found painted on the walls within Mucho Gusto.
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Brand Identity
Signage
Collateral
Menu Design -
Photography Mimi Lie
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One of a Kind Hospitality
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SIGNAGE
An existing circular blade sign structure was given new life to showcase Mucho Gusto’s monogram. Blue awnings extend the ceiling color outdoors and feature the full restaurant name, complementing the monogram without feeling repetitive.COLOR
Cielo blue and cathedral pink make up the brand’s primary colors. Secondary colors take inspiration from the space’s florals and the two-tone buildings found through-out San Miguel de Allende.ILLUSTRATION
Following the square forms of the logo, stacked illustrations feature specialty menu items and advertise business hours.TYPOGRAPHY
A robust family of typefaces (inspired by San Miguel de Allende’s street signage and cathedral’s arches) can be mixed and matched keeping content looking fresh.
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