Zen West Roadside Cantina is a restaurant located in Baltimore, Maryland. Zen West offers excellent food and a unique setting with live music and event spaces. Zen West needed a refresh on their brand identity. Current patrons are lively and bring a lot of energy to the restaurant, I wanted the branding of the to reflect that, as well as make Zen West a more welcoming environment to new patrons. I wanted to use some of Zen West’s current iconography in the re-brand to keep the ties to traditional Tex-Mex cantinas. It was important to incorporate traditional Mexican and Texan folk into the brand identity and decided that the horse, which represents power, freedom, strength, and connection to the natural world embodies the energy of Zen West best.
