Taqueria La Parrilla
* BRAND IDENTITY } ILLUSTRATION # WEBSITE DESIGN
Taqueria La Parrilla has been an Athens staple for 25 years. Established in 1999, the restaurant, more commonly referred to as “La Parrilla” or “LaPa” has been voted Athens’ favorite Mexican Restaurant in the Athens Banner Herald for 18 years in a row.
We started to work with the team at LaPa on a
rebrand after the announcement of a new Mexican restaurant securing a prime location in the Beechwood shopping center. The kicker- this restaurant is also called La Parrilla. The Atlanta-based franchise serves Mexican food in 22 locations across Georgia.
We also worked hard to define the values and brand attributes that makes LaPa so special. We created merch using the tagline “Athens Te Amo” to show LaPa’s love of the community they’ve found in the last 25 years here in Athens.
Our rebrand focused on differentiating LaPa visually from this new competitor. Since the franchise uses red & yellow, we leaned heavily into blue to carry the brand.
We developed a full color palette, typography guidelines, and an illustration
style. We also revamped their beloved mascot Mr. Chile. While he is no longer part of their logo, he stays a part of the brand and makes an appearance on fun materials like kids menus and social media.
Menus, merchandise, and social templates helped tie together our work with their team. We also developed concepts for signage and their food truck, LaPa on Wheels!
Website
We helped LaPa rewrite the copy for their website, bringing attention to the restaurant’s history in Athens as well as sharing the story behind the family run business.
The site redesign focused on making everything user friendly, and aimed to promote catering as well as the two brick and mortar restaurants.
