Jake’s Coastal Cantina
Jake’s Coastal Cantina is a fast-casual Mexican restaurant in Indian Rocks Beach, Florida, serving locals, tourists, families and beachgoers just steps from the Gulf.
The refreshed identity builds on the restaurant’s existing character while creating a more distinct and flexible visual system. Previously reliant on stock assets and disconnected graphic elements, the brand needed a stronger point of view that could stand apart from neighboring restaurants and feel unmistakably its own.
Inspired by Mexican signage, taquerias, and hand-painted lettering, the new system balances the energy of a Mexican cantina with the laid-back personality of a Gulf Coast beach town. Bold, structured typography references traditional Mexican visual language, while a relaxed script adds a more casual coastal layer when used selectively. The color palette draws from the restaurant’s existing environment, its food and the saturated hues associated with both Mexican culture and Florida’s Gulf Coast.
The original surfboard motif was reinterpreted rather than abandoned, preserving a recognizable part of the brand while giving the identity greater flexibility across scales and applications. Its influence remains embedded in the form of the “JAKE’S” wordmark, subtly carrying the coastal reference into the refreshed identity.
The resulting system extends across the logo, typography, color, menus, uniforms, signage and out-of-home advertising, giving Jake’s a more recognizable, flexible and ownable presence.
Role
Brand Strategy
Art Direction
Visual Identity
Logo Design
Type and color System
Environmental Design
Menu Design
Uniform Design
Out-of-Home
Brand Strategy
Art Direction
Visual Identity
Logo Design
Type and color System
Environmental Design
Menu Design
Uniform Design
Out-of-Home
