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.
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.
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.
