Update! This branding took home a Silver Addy Award at AAF 2024!

Mercado Juarez is a Fort Worthian, tex-mex staple that needed new branding per new owners. When our client acquired Mercado, they didn’t want to change too much. The interiors have remained the same, but the processes of the food and menu items have been streamlined to be more profitable and tastier.

The target audience are people who have been coming to Mercado for decades. People who want to watch “the game” with a few beers. Groups that come here for graduation and birthday, events. These people care about straightforward food that isn’t fussy and doesn’t break the bank.

Thus, the visual identity needed to speak to that audience, as well as usher in a new chapter for Mercado Juarez.