Introduction

Alibaba Burritos is a well-known local food chain in Davis, popular for its unique fusion of Middle Eastern and Mexican cuisine. However, despite its flavorful offerings, the brand's outdated logo and visual identity failed to resonate with the student population at UC Davis. The restaurant needed a modernized and student-friendly redesign to attract new customers while maintaining its cultural essence.

 

Problem Statement

• The existing logo felt outdated and lacked a clear visual connection to the brand’s fusion concept.

• The design did not appeal to UC Davis students, the primary customer base.

• The restaurant needed a refreshed brand identity to enhance recognition and engagement.
  
   

Objectives

1. Create a fresh, modern logo that reflects Alibaba Burritos’ fusion cuisine.

2. Develop a cohesive visual identity that resonates with students and young professionals.

3. Improve brand recall and customer engagement through updated branding materials.
   
    

Research & Insights
To understand the preferences of UC Davis students, I conducted:

Surveys & Interviews: Gathered insights from students about their perceptions of the current branding and what they would like to see in a redesign.​

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Competitive Analysis: Studied branding strategies of other popular eateries in Davis to identify design trends that appeal to the target audience.

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               My Burma                                                       Guads Tacos & Beer                                                          Lazi Cow

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All of these popular eateries in downtown Davis feature a simple elements that reflect the atmosphere and audience.

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Design Approach

Logo Redesign

• Introduced a clean, bold, and modern typographic logo with a mix of Middle Eastern and Mexican design influences.

• Incorporated symbolic elements such as a burrito wrap or a subtle geometric pattern inspired by Arabic calligraphy.

• Used a warm and inviting color palette with hues inspired by fresh ingredients (e.g., saffron yellow, chili red, and avocado green).

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Typography & Color Scheme

• Selected a combination of playful yet legible fonts to convey a youthful and approachable vibe.

• Developed a color scheme that aligns with the vibrant flavors of Alibaba Burritos’ menu.

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Outcome

• The redesigned logo and branding successfully revitalized Alibaba Burritos' image, making it more appealing to the UC Davis student body.

• Strengthened the restaurant’s brand identity, making it a more recognizable and memorable choice among local food options.

Conclusion
By modernizing Alibaba Burritos’ branding, we successfully bridged the gap between tradition and contemporary design, creating a more engaging and student-friendly experience. This redesign not only enhanced the restaurant’s visual appeal but also reinforced its unique identity as a fusion eatery in Davis.