El Luchador

A look that packs a mean punch.


Overview

A So-Cal style taqueria nestled along NYC’s South Street, El Luchador’s tacos and burritos are all about bold flavors and bold personalities. Mexican lucha libre is the bedrock of the brand's style, from in-your-face fluorescents to gritty type mish-mashed into an identity that still manages to keep it all simple and sensible, like a luchador with his brightest pants on and bare chest out, ready for action.


El Luchador New York painted signage

El Luchador New York Mexican hand-painted sign logo

The logo draws inspiration from Mexico's ubiquitous painted signages.

El Luchador New York restaurant branding print design collaterals

Screen-printed collaterals and textured paper extend the design's tactile sensibility to the materials.

El Luchador New York restaurant space chalkboard menu with tacos and beer

El Luchador New York restaurant branding marketing design print collaterals

Print collaterals inspired by lucha libre posters get diners amped for something bold and exciting.

El Luchador New York lucha libre screen print illustrations

El Luchador New York mexican soda, tacos and burritos

El Luchador New York screen print fluorescent illustration

Gloriously gritty screen-printed promotional images.

El Luchador New York branding and marketing collaterals

El Luchador New York screen printed opening poster

Screen-printed opening posters slapped all over NYC.

El Luchador New York bottled hot sauces

In-house hot sauce bottles that ramp up with the heat: El Gato, El Tigre, and El Diablo.

El Luchador New York bottled hot sauce illustration

El Luchador New York bottled hot sauces

El Luchador New York bottled hot sauces and marketing collaterals

El Luchador New York interiors

Feuding murals adorn El Luchador's South Street space.

El Luchador New York website design and website development

A web ensalada of everything El Luchador, featuring the full menu and more about the brand. See the full spread at elluchador.nyc.

El Luchador New York painted signage

Visit El Luchador in 87 South Street, NY or Lower East Side at 132 Ludlow Street. Visit their website elluchador.nyc for more information.

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Serious Studio
Make Sense & Look Good