Huero's catering is a small family owned and operated business catering to Ontario, Los Angeles, and the greater San Bernardino area in California. After a few successful seasons of catering, mainly during the summer months, Huero's reached out to me for help on establishing a brand identity for their business. The new identity needed to complement the tasteful dishes they've been serving for the past couple years and visually reflect their continued values of tradition, culture and the families Mexican heritage.
Inspiration for the new mark and identity for Huero's was drawn from an old sepia toned photograph of the owners late father. His expression, friendly and inviting, reflects everything we wanted to communicate with the brand. The rest of the identity reflects the spirit of the Mexican mercado and the artisanal goods sold there through the use of bright colors and overlays. Design motifs reminiscent of those found in diners during the 1950's are also present, seemingly showcasing a balance between the artisanal influence of the Mexican culture and a more modern approach.