Refreshing a Community Staple:

Primo's Mexican Branding

Evolving a Collegiate Brand:

Clarkson College Design System

Project Overview

Primo’s, a longtime Mexican food establishment in Council Bluffs, IA, had plans to expand with a new Omaha location. As a part of that expansion, they saw an opportunity to update their brand. We helped Primo’s tell their story through a modernized brand look and an all-new restaurant experience.

Work Included

  • Brand Refinement
  • Environmental Design
  • Apparel Design
  • Brand Illustrations
  • Brand Guidelines

We began the process by listening. Learning about the Primo’s story to date and a family’s history within the community. We also developed a better understanding of how the restaurant was growing and evolving. 

Primo's Branding Omaha: Logo Design Before and After

We refined the Primo’s logo to give it a more simplistic, modern appearance—reflective of the more modern recipes the restaurant looked to incorporate. 

Primo's Branding Omaha: Logo Design Variations

We looked for opportunities to tell the Primo’s story, expressing the owners’ Mexican-American roots through a brand narrative and through Chicano-style illustrations. 

Clarkson College Design System: Print Designs
Clarkson College Design System: Collateral Designs
Clarkson College Design System: Collateral Design
Clarkson College Design System: Pattern Design
Clarkson College Design System: Brochure Designs
Previous slide
Next slide
Clarkson College Design System: Digital Ad Layouts

Additional projects.

Preparing a Do-Good
Brand for Launch

Boldly Go Philanthropy

Capturing the
True Spirit of a City

City of St. Paul