A tequila-drenched oasis awaits you in Palm Springs. El Jefe takes inspiration from the diverse culture of Mexican street food. We based the identity on the extensive variations of type that adorn the vibrant food shacks in Mexican cities and towns. El Jefe features authentic small plates saturated with Mexican flavor. With a curated list of over 100 tequilas, mezcals, fresh fruit margaritas, and local beer selections, this watering hole has won over the locals.
Concept, Art Direction, Typography, Design
The type was inspired by the colorful and unique food stands where letters are often stretched, skewed, and built to fit the space.