B’s Mexican Grill:
Turning a ‘B’ into a Big,
Bold Brand
When an established restaurant group approached TIB Creative Studio to pitch a new dining concept, we knew it was time to bring some serious flavor to the table. The goal? Develop a fresh, fun, and approachable brand identity for a modern Mexican grill. The catch? The restaurant’s final concept shifted away from tacos, but the bold, creative branding stuck. This project highlights the power of design to inspire new ideas and demonstrates TIB Creative Studio’s ability to craft a brand that’s ready for whatever comes next.
The Challenge:
Turning the letter “B” into the heart of a brand was no small feat. The owner explored several name ideas before landing on “B’s”, a nod to his name, Brian. The challenge was clear: How do you take a single letter and give it life, personality, and a distinctly Mexican vibe? It had to feel authentic, playful, and instantly recognizable — all while maintaining a modern, professional aesthetic. This wasn’t just about making a logo — it was about creating a symbol that could stand for everything from tacos to burritos to bowls.
Our Solution:
To bring this concept to life, we took a comprehensive approach, tackling every element of the brand’s visual identity. From name ideation to logo design, menu development, and a shareholder pitch presentation, we built a cohesive brand system that could grow and evolve. The logo became the cornerstone — a playful, modern take on the letter “B” that drew inspiration from Mexican cultural motifs like chili peppers, sombreros, and vibrant party vibes. Paired with a colorful, fiesta-inspired color palette and clean, modern typography, the brand became a perfect blend of fresh, fun, and functional.
We designed two menu concepts to highlight the restaurant’s customizable offerings, using simple, interactive sections like “Pick Your Base” and “Feeling Saucy?”. Everything about the design — from the colors to the menu flow — was crafted to create an enjoyable customer experience. To cap it off, we presented the entire concept to the client and key stakeholders in a full brand pitch presentation, complete with logos, menus, and mood boards to showcase the brand’s full potential.
The Design Journey
Creating a Brand Identity
Take a behind-the-scenes look at the process that brought B’s Mexican Grill to life. Here’s how each step played a role in crafting a brand that’s fresh, vibrant, and unforgettable.
1. Branding Brief
Before the first sketch, we kicked off the project with a Branding Brief. This document laid the foundation for everything to come. We gathered insights about the client’s goals, restaurant vision, and market positioning. This step ensured we were all on the same page about the brand’s direction, from visual style to tone and customer experience.
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2. Scope of Work
Once the vision was clear, we created a Scope of Work. This outlined every deliverable, timeline, and milestone to keep the project on track. It included everything from logo development to menu design to the final pitch presentation. This transparent approach kept the client informed and involved at every stage.
3. Mood Board
The Mood Board is where the energy of the brand started to take shape. We explored typography, colors, textures, and imagery inspired by Mexican culture, modern dining, and the concept of “fiesta fun.” The goal was to capture the vibrancy and warmth of a Mexican grill while keeping it approachable and modern. Our selections blended classic Mexican aesthetics with clean, contemporary design, creating a visual style that felt festive but polished.
Click here to see the Mood Board Notes in detail
4. Logo Design
With the mood board as our guide, it was time to tackle the big challenge: Turning “B” into a brand symbol. The “B” had to do it all — represent the owner (Brian), evoke the feel of a modern Mexican grill, and be memorable at a glance. After exploring concepts like sombreros, chili peppers, and playful linework, we developed a bold, clean logo that balances tradition with modern flair. It’s fresh, fun, and instantly recognizable.
Click here to view the Final Logo Design Pitch for B’s Mexican Grill.
5. Menu Design
Once the logo and branding were in place, we turned our attention to the customer experience. The menus were designed with simplicity and clarity in mind. The structure followed a clear, build-your-own-meal process, encouraging guests to “Pick Your Base,” “Pick Your Protein,” and “Top It Off.” Playful headlines like “Feeling Saucy?” kept the tone light and fun, while clean, modern layouts ensured every option was easy to find.
Menu Design Option 1
Menu Design Option 2
6. Shareholder Pitch
The final step was the Pitch Presentation. We pulled together every design element into one cohesive deck, highlighting the brand’s potential and demonstrating how it could come to life across menus, signage, and marketing materials. We showcased logo concepts, mood boards, menu designs, and a clear case for market opportunity. The goal was to inspire and inform, leaving stakeholders excited about what B’s Mexican Grill could become.
The Outcome:
While the client ultimately decided to shift away from the taco concept, the branding process was a huge win. The vibrant logo, mood boards, and design assets demonstrated how far a clear, strategic branding process can go. The designs are a reminder that even if a concept pivots, good branding never goes to waste. This project shows off the power of creative thinking and how something as simple as a “B” can grow into a bold, flavorful brand identity.
Testimonial
“Love it! The branding captures everything we were hoping for — fresh, fun, and unforgettable. TIB Creative Studio nailed it.”
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Let’s make something unforgettable together!
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