Tía Carmen Restaurant Branding

Tía Carmen is a new Phoenix, AZ restaurant created by Chef Angelo Sosa. The restaurant pays homage to chef Sosa’s Aunt (Tía) Carmen and celebrates the local landscape, farmers and community of the Southwest reflecting a mix of tradition and modernity.

Chef Sosa and restaurateur Mark Stone asked Merl to create a logo and identity system to be used across the restaurant.

Done in collaboration with fellow Merler Greta Skagerlind.

Monogram

The Tía Carmen monogram is an icon constructed from the typographic elements of the restaurant name.

A collection of bespoke illustrations adorning check presenters.

Leather embossed beverage book.