El Jefe
Pacific Style Mexican Food in Denver
Two restauranteurs approached Changethethought studio with an idea to bring a unique eating experience inspired by the Mexican regions of Yucatán, Oaxaca, and Veracruz to the Denver Highlands. Fresh off the highly successful launch of a locally sourced pizza restaurant located in downtown Denver, they wished to bring a distinct style of food to an already heavily competitive and saturated market. They wanted to fuse a lowbrow down to Earth and self aware personality with a comfortable neighborhood environment contrasted by a sophisticated dining experience hallmarked by fresh local ingredients and coastal inspired seafood. One of the owners is a longtime resident of New York City and a huge fan of the 80s pop art scene. So obviously the work of Jean Michel Basquiat, Andy Warhol and Keith Harring all influenced the styles that informed the brand exploration. After a close examination of surrounding restaurants it was determined that a stripped down and understated look punctuated by an irreverent personality was the best way to invite, entice and welcome local foodies who were likely skeptical of a potentially higher brow Mexican restaurant in a neighborhood that is still heavily populated by Hispanic families and rich with Mexican history. In order to stay true to the important heritage that inspired the menu, traditional Mexican art from the regions that informed the food, namely Yucatán, Oaxaca, and the Veracruz cultures served as the foundation of the imagery and artwork used to decorate the space and edify the brand. The printed and installed materials were kept deliberately simple to contrast with the rich complexity and bright colors of the food. The restaurant has quickly become a local go to for drinks, food and family.