The name of the restaurant has a bit of a double meaning in Spanish - hot one/flirty (dare I say horny but in a loving way). I am [maybe] playing with the idea of having a Mexican man with a knowing mona lisa type smile on his face but not really sure how to incorporate it. (see the guy.pdf)
The restaurant and branding should have a traditional Mexican feel so that locals and foreigners alike get a clear 'Mexican dining experience' but without being too tacky or contrived. The atmosphere is fun but should also be suitable for the many business/client lunches and dinners that are common place in this manufacturing city - a lot of visiting designers and developers in the clothing/footwear/furniture industries etc. We hope that El Caliente will become a vibrant local hub were local expats and visiting business travelers in their late 20's to late 40s are as likely to turn up with their partners, friends and colleagues as they are to come by themselves. It would be great if the branding could impart a sense of openness, as in everyone is welcome rather than feeling like a romantic or family venue.
I have also set up a pinterest page that shows the feeling of the colours and style of the restaurant. http://pinterest.com/byzar/mexicana/ rustic, comfortable with a design edge to it. I'd like to say shabby chic but without the Martha Stewart Country to it.
At the moment I am contemplating a washed bright blue front facade to the restaurant space with a bright pink awning (bright coloured awning). The logo will be also printed across the top of the awning so - not sure if this dictates what kinds of colours you would use in the logo itself.
This is a wholly foreign owned venture (owned by a group of longterm expats) and will be the first restaurant of its kind in the area so there are high expectations!
OPTIONAL: I would like to also consider adding the chinese character name in the logo somewhere - not sure how easy this will be - not 100% necessary however there will need to be a Chinese Name and address on the business card.
Not sure if this is a help or hindrance but I have been playing around with the font in the EL CALientE.pdf or something in that vein. I am contemplating having a sign done up in a rusty finished metal that can be backlit at night as you see in the same file.