Illustration
A family of Mexican‑inspired restaurants commissioned a seasonal illustration to celebrate Día de Muertos, aiming to honor tradition while also creating a wearable design that would bring the campaign to life across physical and digital touchpoints. The visual needed to be expressive, meaningful, and adaptable for apparel, signage, and social media.
Role & Responsibilities
I was responsible for concept development, cultural research, illustration execution, and final adaptations for both digital and physical formats. My work spanned from ideation to final assets used in print, signage, and social media.
Cultural Research & Inspiration
I explored traditional Día de Muertos symbolism and visual language to ensure respectful and authentic reference points, blending them with brand elements.
Logo Integration & Visual Decision
The restaurant logos were transformed into facial elements (eyes, nose, mouth) within the sugar skull design to link the illustration directly to brand identity.
Storytelling & Application
The final illustration was designed to be bold and memorable, suitable for diverse formats, from wood‑carved collateral to social visuals.
Outcome & Impact
The final illustration became the centerpiece of the restaurant group’s Día de Muertos campaign, most notably featured on uniform shirts worn by staff across multiple locations.