With a name, Cilantro, and a logo by former colleague Julie Babcock, we defined the brand's DNA with a color and pattern palette, and a custom designed typeface.

A hand-drawn illustration style reflects the style of Cilantro's fresh, hand-prepared food. The drawings double as a tray liners and a coloring activity for kids.

These six characters complement the store logo and add a dash of whimsy to the brand personality. The design style mimics the simple cards from a Mexican game. The Spanglish reflects the cross-cultural appeal of the fare.

The characters were also made into rolls of stickers that are used to identify different flavors of tacos and burritos.

Standard strip mall exterior guidelines dictated the design of the overhead sign. Brightly-colored vinyl in the windows attracts passers by.

The menu board above the order area was fabricated to be easily changed as the client modifies his menu.

Low cost galvanized panels and vinyl graphics direct customers – and offer production economies across multiple store locations.

Catering and to-go packaging is a simple system of paper belly bands and stickers. It fosters better brand recognition beyond the store's front doors.

Copywriting, by Robert Whitlock, is witty and casual. The fine print here promises "one juicy mother clucker."

Fresh, refrigerated grab-and-go salsas and guacamole increase the per ticket total for carry out orders.

In-store and carry-out packaging, left, was cost-effectively produced with standard materials. Right, a complementary line of packaged spice rubs broadens the brand's reach into the grocery market.

Early advertising introduced the new store and brand with the voice of the in-store characters. Here, a poem by El Piglet sings the praises of the lowly lime.

The restaurant does brisk business in t-shirts, a favorite among the island's many tourists.

Proud proprietor and chef Paris Nabavi has fielded several franchise offers already and has plans to expand Cilantro across Hawaii – and beyond.