La Esquina
Your Corner of Cuban Cuisine in Philadelphia
Esquina
/es’kina/ • noun
Corner; the point, area, or line that is formed by the meeting of two lines, surfaces, roads, etc.
My restaurant project is influenced by my background of being born and raised in Miami, Florida; the capital of Cuban cuisine. Since moving to Philadelphia, I have longed for an authentic Cuban restaurant experience where I can get large plates of food, a variety of bakery items, and cafecito all in one place. La Esquina would serve as Philadelphia’s very own corner of authentic Cuban cuisine.
Description
La Esquina is a Cuban restaurant with an in-house bakery that serves authentic Cuban cuisine and coffee from sunrise to late nights. Discover La Esquina as more than just a restaurant; it’s a journey to the heart and soul of Cuba, right here in Philadelphia. Join us at the corner of flavor and tradition, where every meal is a celebration of culture, community, and culinary artistry.
Process
When I looked up “Cuban Restaurants in Philadelphia” I quickly found that there were only a handful of Latin-American restaurants in the area, none of which were solely Cuban. I wanted to fulfil this niche by bringing authentic elements to create a welcoming and traditional atmosphere. Upon my research, I was inspired by the organic lettering found in vintage posters, the ornamental pattern on classic tiles, and the rich colors found all over the island.
Style Tile
La Esquina’s style tile captures the essence of Cuban vibrancy with a color palette consisting of rich and earthy tones, paying homage to Cuba’s flag by incorporating red and blue. The patterns were constructed from the letter forms of the logo, seamlessly blending modern aesthetics with the timeless spirit of Cuban tradition.
Logo
For La Esquina’s logo, I wanted to keep a more organic feel to it while incorporating the meaning of “esquina” being “corner”. I ended up with an elegant, hand-lettered logo that subtly carries the motif of a corner by using the “L”.
I began my logo exploration process by leaning in to the shapes that make up a corner by using a blockier style of letterforms to fill in those spaces. I decided to further develop the hand-lettering which would bring a more personal feel to the restaurant.
Menu
I wanted the menu to reflect the versatility of Cuban cuisine with its range from bakery items to larger plates and of course, the availability of coffee at all hours.
Packaging
For my packaging, I wanted to tie in the experience of having cafecito and always ending up with more than enough leftovers after eating at the restaurant while having a classic look. By playing with the scale of the patterns, I was able to create a design that interacts with the logo.
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I created a poster series to illustrate some of the staple items found on the menu along with the experience that is linked with them. The posters include phrases such as “un cafecito por favor” and “una empanada para tu mañana” with their respective translations being “a small coffee please” and “an empanada for your morning.”
Website
The website for La Esquina is simple yet bold, just like the flavors of Cuban cuisine. The design allows you to easily access our story, menu, and create a reservation.
Collateral
La Esquina’s collateral includes matchboxes, coasters, and a cigar box. I used some of the previously featured patterns on the matchbox and coasters. The purpose of the cigar box is to receive your check at the table at the end of your meal.
Restaurant Environment
Adorned with historic pictures of Cuba, every corner tells a story of the rich cultural heritage. The intentional blend of welcoming hues ensures an inclusive environment, inviting everyone to share in the warmth, flavor, and history that make La Esquina a true culinary haven.
Conclusion
In conclusion, working on the branding of La Esquina was a challenging journey. Crafting La Esquina allowed me to delve into my personal connection with Cuban culture through design. Drawing inspiration from my surroundings enabled me to forge a profound connection with my creative work. I take immense pride in the final outcome of La Esquina. This project has been instrumental in my growth as a designer, providing me with valuable insights into the intricate process of brand creation.
Credits
Designer: Sofia Sneathen
Instructor: Katey Stafford, Tyler School of Art and Architecture, Temple University
Stock Photography sourced from Adobe Stock
