My Vibrant Pitch for Colorado’s Iconic Treasure
I know this restaurant has a lot of history in Colorado and is held near and dear to many who grew up here. While I didn’t grow up here, I did grow up watching—and loving—South Park. In one of their most beloved episodes, the boys make a trip to Casa Bonita. I had no idea what this was or that it even existed until I first watched the episode. After moving here, I spotted the restaurant quite by accident and just had to check it out to see what all the fictional fuss was about.
Big mistake.
While I was expecting to be flagging someone down for sopapillas and watching someone dive off a cliff into sparkling blue water, I was met with soggy tacos and a disappointing menu. I learned my lesson—restaurant recommendations from fictional 8-year-olds are some B.S. That said, I still had a fun time that evening. I could tell that the people around me were filled with nostalgic childhood memories, while I just couldn’t get the taste of those tacos out of my mouth.
For many years now, Casa Bonita has served some of the worst food you could possibly find in Denver, and they get away with it because—for generations—people have celebrated birthdays and other family events over here. They love the place because it was once a genuinely fun experience for them, while their kids just like anything that’s noisy, smelly, and overcrowded.
The logo design process began with extensive research into the restaurant’s history, its cultural significance in Colorado, and—of course—the unapologetically kitschy experience it offers. Drawing inspiration from bold vintage signage, carnival posters, and vibrant color palettes reminiscent of traditional Mexican folk art, I aimed to create a visual identity that felt authentic to Casa Bonita’s identity while giving it a contemporary edge.
To capture the essence of the brand, I explored a variety of typography treatments, custom illustrations, and color combinations, testing each against the Casa Bonita “litmus test” of maximum fun. The result is a playful yet cohesive brand guide that celebrates Casa Bonita’s unique charm while establishing a more refined framework for future growth.
Some assets, such as photography and iconography, were marked as FPO (For Placement Only), as I was still waiting to hear from the client on their desired tone for these elements—whether to lean into the absurd or aim for a subtle reimagining.
Ultimately, the client decided to stick with the original branding, which was a tough pill to swallow but an invaluable learning experience. Not every pitch will land, but this project taught me how to fully embrace the soul of a brand and translate that into a bold creative vision—even if it never reaches the final stage. This piece remains a testament to my design process and my commitment to delivering work that balances nostalgia with innovation.
