José Emilio Reyes Martínez
graphic designer with experience in branding for food brands
This has been one of my most recent projects, spanning from approximately March to mid-April. The client requested a brand identity for their burger restaurant that would be both urban and elegant, while avoiding the clichés typical of today’s burger joints. I spent time sketching—creating up to 30 different versions of the logo, typography, background patterns, and imagery—until I arrived at a final result that captures an elegant, urban aesthetic without falling into cliché.
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This particular project presented a new challenge for me at the time because, due to circumstances, I didn't have a Chinese ink stamp. Therefore, I had to improvise and follow a series of steps, from sketching the logo on paper to tracing it with a marker on toilet paper, and then digitizing it in Illustrator. I still remember this project very well because of the stress it caused me.👍
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This project evokes a particular sense of nostalgia for me, as it was one of my first commissioned projects after graduating from design school. Following my hybrid approach—combining traditional paper-based art with digital techniques—I first created the logo on paper, then digitized it in Illustrator, adjusted the color using a gradient map, and finally exported it to Photoshop for the final composition.
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This was part of a project that took about two weeks. It was a client's order for their pizzeria. In this project, I used manual methods; I created the logo in Sketch and then digitized it, and I also combined it with digital processes that resulted in the final product.
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